Shell creates global music video via Oath digital content deal

12/02/2018

Digital content giant Oath has struck a global deal with Mediacom and Shell to take the energy brand’s “Make the Future” campaign into its next phase.

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The new phase brings the content of its “On Top of the World” music video to life, the music video itself features five global artists and celebrates five cleaner energy solutions supported by Shell across four continents that are helping provide access to cleaner energy and support local communities.

The “Globe” brings those cleaner energy initiatives to life, allowing users to explore them by moving around the world and zooming in on each of the locations of the projects to find out more.

Oath is a subsidiary of Verizon Communications that serves as the umbrella company of its digital content subdivisions, including AOL and Yahoo!.Verizon.

The music video itself features five global artists and celebrates five cleaner energy solutions supported by Shell across four continents that are helping provide access to cleaner energy and support local communities.

This content will reach Oath’s millennial and mobile audiences across five markets (US, UK, Brazil, Singapore, and India) using Tumblr and its Yahoo Gemini and BrightRoll premium video distribution and syndication channels, driving audiences to the interactive “Globe” to explore the content.

Working with Mediacom, the new content activation was conceived by RYOT Studio’s global solutions team at Oath as part of Shell’s “Make the Future” campaign, highlighting the power of collaboration in order to provide cleaner energy solutions. The company believes the world needs new ways to generate and use cleaner energy. Access to more and cleaner energy has the power to change lives. Achieving this will require more than one technology or one person – it will take many working together.

The “Globe” brings those cleaner energy initiatives to life, allowing users to explore them by moving around the world and zooming in on each of the locations of the projects to find out more:

• Insolar: providing solar energy access to low income communities in Brazil
• GravityLight: creating sustainable and cleaner light for families and children in Kenya
• Shell Natural Gas: providing cleaner cooking with natural gas, saving families invaluable time in India
• Shell Partnership with Global Alliance for Clean Cookstoves: bringing clean cook stoves to families and creating healthier homes in China
• Shell Hydrogen: creating additional cleaner transport choices for the future in the USA, Germany and the UK

The campaign will reach relevant audiences at scale across devices in each market, using data insights from Oath’s one billion users globally and distributing the On Top of the World music video using native video formats in Yahoo Gemini, as well as premium video formats on Tumblr, BrightRoll and branded video syndication network.

Becky Jones, global business director at Mediacom, said: “At Shell, collaboration and partnership is incredibly important to address tomorrow’s energy challenges. In this spirit, we’re really excited about the output of a productive and collaborative partnership between Shell, Mediacom and Oath. We’re looking forward to creating deeper engagement with Shell’s audience, via a connected system of relevant Oath assets, to positively enhance the image of the Shell brand.”

John DeVine, Chief Revenue Officer at Oath said: “The future of energy is an important global topic. Our team worked with Shell and MediaCom to bring a new, interactive angle to their music video that engages audiences around this message. By combining the creativity of RYOT Studio and Tumblr with our premium video distribution channels, we’ve created a holistic experience for millennials across five markets to explore projects that Shell has highlighted as helping solve tomorrow’s energy challenges.”

To see the Globe activation on Tumblr in action, visit https://shellmakethefuture.tumblr.com/ontopoftheworld/en/

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