Shell takes Oath to launch next phase of ad campaign | Ad Tech | News | Rapid TV News
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Verizon’s Oath division has announced a global deal with Mediacom and Shell to make further use of its content and distribution capabilities to connect with millennials across five markets.

Oath Shell 12Feb2018The next phase of the Make the Future campaign will bring the content of the On Top of the World music video to life through a crafted WebGL activation created by Oath’s RYOT Studio global solutions team in collaboration with UNIT9. This is designed to allow people to explore the five cleaner energy projects featured within the music video through its interactive design.

This content will be taken to Oath’s millennial and mobile audiences in the US, UK, Brazil, Singapore and India using Tumblr and its Yahoo Gemini and BrightRoll premium video distribution and syndication channels.

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

“We’re really excited about the output of a productive and collaborative partnership between Shell, Mediacom and Oath,” said Becky Jones, global business director at Mediacom 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.” 

Added Oath chief revenue officer John DeVine: “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.”