Shell Prelude Campaign

Employer branding campaign for the Floating Liquefied Natural Gas project, Prelude. Being part of an engineering first. Shell is moving into Upstream operatorship in Australia for the first time with its Floating Liquefied Natural Gas project, Prelude. Shell carried out extensive qualitative and quantitative research into the marketplace to ensure that Prelude and Shell would be positioned as a project of choice, and an employer of choice in the Australian oil and gas industry. An EVP for Prelude was created. The positioning line is ‘World First. Australian First. You First’ and the creative reflects moments in history that tie into engineering breakthroughs​, both global and local. External and internal communications were developed and rolled out in the Australian market. The first campaign recruiting Technicians ran in March 2013 and the response was overwhelming resulting in a record number of applications.