Oath has launched a global deal with Mediacom to support the next phase of Shell's Make the Future campaign by designing intuitive, creative and colorful ways to interact with the "Globe." The content comes to life through the "On Top of the World” music video created by Oath's content team, RYOT Studio, and UNIT9, a production studio.
The campaign allows viewers to explore five of Shell's cleaner energy projects across four continents. The music video features five global artists, and the campaign -- which will run across Verizon's owned and operated properties and third-party syndicated sites -- targets Oath’s millennial and mobile audiences across the United States, the United Kingdom, Brazil, Singapore, and India.
Those sites may include Yahoo Mail, Yahoo Sports and Yahoo Finance, said Tim Mahlman, president of advertising and publisher strategy at Oath. "It's about creating a community," Mahlman said.
Reaching out to the most relevant consumers, the campaign uses data from Oath’s one billion users globally and distribution on 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 networks.
Using Tumblr, Yahoo Gemini and BrightRoll premium video distribution and syndication channels, it drives audiences to an interactive “Globe” that enables viewers to explore by moving around the world and zooming in on each of the locations to highlight projects such as Insolar, which provides solar energy access to low-income communities in Brazil, or GravityLight, which creates sustainable and cleaner light for families and children in Kenya using a bag of rocks and a pulley system to provide light for reading at night.
The projects also include Shell's natural gas, to bring cleaner cooking with natural gas in India; Shell's partnership with Global Alliance for Clean Cookstoves, to bring clean cook stoves to families in China; and Shell Hydrogen, for cleaner transport choices to run in Germany, the U.S. and the U.K.