The Situation
Shell‘s Eco-Marathon Asia, a global competition where student teams demonstrate fuel-efficient vehicles, was moving its circuit from Malaysia to the Philippines for the first time. The relocation coincided with Shell‘s 100th anniversary in the country. The event would span multiple venues across central Manila including Luneta, Quirino Grandstand, and Manila Ocean Park over three days.
The logistics challenge was operational. A multi-venue, three-day event with international student teams, public participants, and interactive exhibits required on-the-ground personnel who could explain alternative energy concepts to a general audience. Shell needed hundreds of qualified hosts and facilitators deployed across every station, all capable of representing the brand’s energy vision in an engaging, accessible way.
The Approach
Phase 1: Audience Mapping & Personnel Screening
Mapped the audience profile for each venue and station to determine the type of event personnel each location required. Conducted rigorous screening to identify candidates who could explain alternative energy benefits in a sincere and engaging way, not just staff who could manage a booth.
Phase 2: Event Personnel Assembly & Briefing
Assembled 371 qualified event contributors through the screening process and briefed them on Shell‘s energy vision, the Eco-Marathon’s purpose, and the specific messaging for each station. The team included hosts and exhibit facilitators positioned across all Manila venues.
Phase 3: Three-Day Multi-Venue Execution
Deployed personnel across Luneta, Quirino Grandstand, and Manila Ocean Park for the three-day event. Hosts and facilitators engaged participants at every touchpoint, including the kinetic dance floor activation that converted attendee energy into measurable power output.
The Results
- 15,000 Participants across three days of the Eco-Marathon
- 1M+ kilojoules Generated by participants on the kinetic dance floor, a record for the event
- 371 Event contributors recruited, screened, and deployed across multiple venues
Campaign Highlights:
- First time Shell Eco-Marathon Asia was held in the Philippines, coinciding with Shell‘s 100th anniversary
- Three Manila venues managed simultaneously: Luneta, Quirino Grandstand, Manila Ocean Park
- Kinetic dance floor activation set a record for power generation at the event
- Event personnel trained to explain alternative energy benefits in accessible, engaging language
- Campaign raised awareness of alternative energy across both the Philippines and wider Asia
The Takeaway
A large-scale event’s success is determined by the quality of the people on the ground, not the scale of the production. Shell‘s Eco-Marathon set a record for kinetic energy generation because 371 facilitators were recruited for their ability to engage an audience, not just fill a shift.
- Industry: Energy, Technology
- Service: PR & Digital Campaigns
- Solution: For International Brands Entering PH
Frequently Asked Questions
How do you staff a multi-venue event with hundreds of qualified personnel?
Through audience mapping and rigorous screening. Each venue and station has a different audience profile, which means different personnel requirements. The 371 event contributors were selected specifically for their ability to explain alternative energy concepts in accessible language, not just for their availability.
Why does an energy company event need communications support for personnel management?
Because the event staff are the brand’s voice on the ground. For an Eco-Marathon that aims to educate 15,000 people about alternative energy, every host and facilitator needs to communicate Shell‘s vision consistently and engagingly. That’s a communications challenge, not just a logistics one.
What made the kinetic dance floor activation successful?
It turned participants into the exhibit. Instead of watching a demonstration about energy efficiency, attendees generated power with their own movement. The one million kilojoules was a record because the facilitators motivated participation. Interactive activations work when the staff makes participation feel worth it.
How do you manage a three-day event across multiple simultaneous venues?
By treating each venue as its own event with its own personnel, briefing, and audience strategy. Luneta, Quirino Grandstand, and Manila Ocean Park each served different segments of the 15,000 attendees. Coordination across venues happens at the planning level so execution at each site can operate independently.
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