Shell boosts exposure for 2012 Eco-marathon events in Europe and Asia with AP Assignments.
It all began back in 1939 at a Shell research laboratory: a friendly wager between scientists to see who could get the most kilometres per litre of fuel from their cars. Since then Shell’s Eco-marathon events have expanded globally. Today, university and college student teams compete from around the world to design, build and test energy-efficient vehicles.
AP Assignments were asked to provide full-scale coverage of the key Shell Eco-marathon events in Europe (Rotterdam) and Asia (Kuala Lumpur). The goal: to provide high-quality video and photo content driving media coverage - but to also service corporate communications needs, while adhering to strict branding guidelines.
Cross-department coordination: AP Assignments needed to ensure coverage met the differing needs of every Shell department. We had to communicate these diverse briefs to the video production team and photographers, so they could capture the perfect material.
Range of products: Shell was looking for a broad variety of video and photo products for distribution to both broadcast and digital, and for internal use.
Aggressive timelines: To maximize coverage, AP Assignments had to ensure we could edit and upload all videos and photos on-site to the fastest turnaround times, so that content could be distributed as quickly as possible.
Global distribution: With high demand for international coverage, AP Assignments had to deliver varied and quality output to the widest possible audience.
How did AP Assignments help?
AP Assignments formulated a production plan to meet Shell’s needs, identifying the specific needs of each Shell Department and the overall corporate goals for coverage of the event.
A core production team of two-London based producers supervised two editors and three camera crews to cover the three-day event, all the while liaising with Shell to ensure comprehensive coverage of the key moments such as the main car races and prize-giving.
Throughout, AP Assignments ensured we approached the project flexibly with an ability to react to unpredictable events, including team celebrations and car breakdowns. As the ‘core coverage’ provider for many broadcast correspondents, AP Assignments responded rapidly to media requests on the ground as they happened, providing access to camera crews and footage of specific teams.
Each day, we distributed all video and photo content globally, maximising potential for media coverage by utilising AP’s broad distribution channels.
AP Assignments produced a wide range of products to fulfil every need for video and photo coverage, including:
Daily video news releases, and social media videos, a broadcast live position - allowing for live broadcast interviews, a SNG live satellite playout facility, targeted video coverage for broadcasters, still photos, documentaries for each event for use by Shell and global highlights roundups.
In the volume and quality of content, AP Assignments fully met the client’s needs, providing a seamless solution for video and photo production. This allowed the client to focus on running the event itself.
All content was distributed widely via various channels: An AP website to allow rapid access to material, as an archive resource; AP’s satellite network and file-based delivery platform for broadcast distribution; and Shell’s own media contacts.
The result: maximised exposure across all media, internationally and in the countries where the events were located.