Background

As part of their recruiting strategy, Shell initiated a variety of innovative relationships and funding programs at 16 universities, colleges and technical institutions across Canada. Focusing on institutions and disciplines most relevant to Shell’s businesses, the program facilitates interaction with top post-secondary students at a time when they are making employment decisions.

Strut's Solution

Strut developed a series of ads to highlight Shell's presence on campus and draw attention to their funding of cutting-edge technology and research projects. 

Under the banner  “A Student’s Passion – Fueled by Shell” the print ads explain why Shell is involved at these universities, the kinds of projects funded by the program, and how students and faculties across a wide variety of disciplines benefit. 

Results

The campaign immediately raised awareness of Shell’s participation in a broad range of research, technology projects, lecture series and other initiatives.

The campaign focused the attention of post-secondary students, administration and government policy makers on Shell’s Campus Ambassador Program, as well as the company’s strategic funding. This approach of providing unique support to universities, and using targeted communications to create broad on-campus awareness of it, has already increased the number of quality applications from key campuses, and should continue to do so for years to come.