Participants 2016

Cause-related marketing campaign


The Bulgarian participation in Shell Eco-marathon 2016

Global energy demand is expected to double by 2050, due to rising population and increased prosperity. Three-quarters of the world’s population will live in cities, up from over half in 2007. At the same time, the threat of climate change remains. Shell Eco-marathon the global CSR initiative of Shell shows how working with others – in this case students and a broad range of partners – helps spark debate and drive innovation forward. Through the initiative Shell develops the leadership skills of a future generation of engineers and scientists by challenging student teams around the world to design, build, test and drive ultra-energy-efficient vehicles. Although a global campaign, each market has freedom on the best creative way to communicate the central key messages, craft local ones and come up with the specific activities to promote the competition. The communications campaign for the Bulgarian participation in Shell Eco-marathon 2016 mobilized the students to actively work on their projects while building strong public support for the initiative and its values. The key messages presented the role of Shell in the debate on smarter mobility solutions as well as in the professional development of the young people. Special emphasis was placed on the vital need of sustainable development. The campaign supported further expansion of the Bulgarian contribution to the debate on smarter mobility by drawing new student teams to participate in the next editions of SEM.