Introduction

Who’s advertising their clean energy? Shell. Who’s advertising their doing good
things in China? Shell. Here’s the title: “Let’s Make Feng’s Washing Even Cleaner.
Let’s Go.” “What’s the secret to a cleaner wash? It could be natural gas.” You
thought it was solar power, did you? “When used to generate electricity, it’s the
cleanest-burning fossil fuel.” Notice the compartmentalization. “Shell is helping to
deliver natural gas to more countries than any other energy company. This includes
China, where the fast-growing economy needs cleaner energy.”

Message strategy

The message strategy of the shell company is spic and span here which tells about the
energy requirement in the different countries and it’s contribution in this respect. It
tells Global energy demand is rising and so are consumer expectations – more people
want energy from cleaner sources with this strategy company want to reduce the
consumption of natural gas and they same want from their customer also around the
world.

Under the message strategy it includes the following three parts

1. Cognitive Strategy - A cognitive message strategy is the presentation of

rational arguments or pieces of information to consumers, here shell has been
made discussion among the customer to save the energy because it is the
requirement of not only personal man but also useful for the countries around
the world

2. Affective strategy - Affective message strategies invoke feelings or emotions

and match those feelings with the good, service or company, where company
putting the emotional touch by representing that ‘how we are trying to build
better energy future around the world’ and this leading awareness about energy
saving among the consumers.
 3. Conative Strategy - Conative strategies are designed to lead more directly to

some type of consumer response , where company wants response from the
consumer through www.shell.com/letsgo

Advertising appeals

Here the advertising appeal can be taken as Emotions and Scarcity

Emotions - ‘how we are trying to build better energy future around the world’ this
sentence has filled consumers with emotions that their effort is saving the world and
saving each of the life of consumers.

Scarcity – ‘we are finding ways to lower our emissions and helping customers to do
the same’ it talks about there can be scarcity of the natural gas so there should be
proper utilization of resources.

Means-End Chain for Shell Let’s Go

Natural Gas  Electricity  Commercial use and household use

Fossil fuels  Oil and energy  Commercial use and fuel for automobiles

Ingredients  Low pollution  Eco-friendly and user friendly

Resources  cleaner resources  more demand and fewer emissions

Global energy is rising and so are the consumer’s expectations. So in order to

cope up with the consumer needs Shell came up with the campaign of “Let’s Go”. At
Shell the new energy sources are discovered and extract more from the existing
resources. Along with others they are finding ways to lower their emissions and
simultaneously helping others to do the same. The advertisement clearly shows that
they are working harder for meeting the growing demand for fuel as well as for
building a better energy future.
 Executional frame work:

The executional frame work used for the given ad of Shell’s “Let’s go” is
basically a testimonial saying how the washing can become easier and efficient with
the use of natural gas of Shell. Here in the ad as the services provided are intangible
and customers cannot examine them they have used this executional framework of
testimonial in order to make a difference from the competitors.

Sources and spokespersons used

The sources used are here as follows

1. Print Media

2. Website

And the spokesperson here used is the CEO (Peter Voser) of the company