Shift is the branding agency that doesn\u2019t leave your brand in someone else\u2019s hands. Now that a new edition of the Eco Rally is kicking off, its partnership with World Shopper is hitting the road once again. It\u2019s the perfect occasion to understand the driving force behind this initiative with Rita Oliveira, CEO of Shift. <\/p>\n\n\n\n
Shift has a long history of working with brands in mobility and energy. Can you tell us more about this journey?<\/strong> <\/p>\n\n\n\n Of course! bp was Shift\u2019s first client 27 years ago. Our first project was an internal campaign about the joint venture between BP and Mobil, aimed at Mobil exiting Portugal while bptook over its business. Back then, the term Employer Branding wasn\u2019t widely used, but that\u2019s exactly what this project was about. <\/p>\n\n\n\n We then started working in the gas sector. Portugal has always been\u2014and still is\u2014a country where many households rely on bottled gas, making this a strategic business area for bp. Shift worked on the bp Gas brand, developing multiple projects in branding, B2B and B2C communication, activations, co-branding strategies (e.g., Vulcano), and promotions. Essentially, we were a 360\u00ba partner. <\/p>\n\n\n\n One project that stands out in my memory was an initiative where we created limited-edition gas heaters in partnership with artists, transforming them into unique art works. BP supported social projects through the sales of these heaters while also building a privileged relationship with users of this type of equipment. It was one of the first projects to leverage digital platforms. <\/p>\n\n\n\n Our role as communication partners in the energy and mobility sectors has allowed us to closely follow industry trends and challenges while studying consumer behavior. This ongoing commitment has kept us relevant to clients like BP and has even given us the opportunity to work with Galp on special projects. <\/p>\n\n\n\n Today, global strategies for reducing CO\u2082 emissions, along with government incentives for renewable and clean energy, have brought us new clients in the energy sector. These include startups launching their businesses, companies acquired by foreign groups that need a brand transition strategy, and specialized service providers in the energy space. Many businesses have emerged beyond the traditional energy supplier model. <\/p>\n\n\n\n So, as you can see, the energy sector has always been strategic for Shift\u2014since its inception and to this day. <\/p>\n\n\n\n How do you see Shift\u2019s brand values aligning with this high-energy commitment to green energy?<\/strong> <\/p>\n\n\n\n It\u2019s not so much about our values as it is about our mission as a branding agency. <\/p>\n\n\n\n A brand\u2019s success depends on its ability to meet customer needs and desires. Sports, probably the most universal theme of all, engage a diverse range of consumer profiles. And when working in the automotive sector, we know that motorsports have a powerful ability to bring people together and foster identification. <\/p>\n\n\n\n Is this partnership also part of Shift\u2019s own branding strategy?<\/strong> <\/p>\n\n\n\n Absolutely. Motor sports are undergoing a major transformation with the rise of electric vehicles, and we want to be wherever innovation happens. <\/p>\n\n\n\n Since the energy and mobility sectors are strategic for us, we have also immersed ourselves in electric mobility. Consumer needs and lifestyles have significantly influenced the evolution and transformation of mobility solutions. In 2009, Shift partnered with World Shopper to launch the World Shopper Conference, an event that has been held annually for 15 years. This conference helps automotive companies and brands understand industry trends through a customer-centric lens. <\/p>\n\n\n\n With the rise of electric vehicles, innovation has been rapid. World Shopper launched Viver El\u00e9trico, a comprehensive market education program on energy transition, with Shift involved from day one. This initiative includes electric vehicle training courses for professionals and customers, which, by 2024, had already trained over 4,500 people. Viver El\u00e9trico also offers a broad range of digital content production services, including brand activation initiatives and much more. Our participation in the Oeiras Eco Rally Portugal 2025 is part of these Viver El\u00e9trico initiatives. <\/p>\n\n\n\n Shift\u2019s story has always been about energy, and we know the future will be too. It\u2019s part of our brand identity. <\/p>\n\n\n\n What\u2019s the goal? What are the objectives for this next competition? And how ambitious is Shift in continuing to be the agency for energy brands?<\/strong> <\/p>\n\n\n\n We have extensive knowledge of the sector and invest heavily in our learning curve. This is an industry undergoing massive transformation and innovation. There is still no perfect strategy for transitioning from fossil fuels to green energy, and brands will face challenges for years to come. <\/p>\n\n\n\n But that\u2019s exactly why this is such an exciting landscape for a branding agency. We want to take part in these challenges and contribute to finding solutions. <\/p>","protected":false},"excerpt":{"rendered":" A Shift \u00e9 a ag\u00eancia de branding que n\u00e3o deixa o seu branding por m\u00e3os alheias. Agora que arranca uma nova edi\u00e7\u00e3o do Eco Rally, a sua parceria com a World Shopper volta \u00e0 estrada. A ocasi\u00e3o certa para compreender o motor por detr\u00e1s desta iniciativa com Rita Oliveira, CEO da Shift. A Shift tem […]<\/p>\n","protected":false},"author":1,"featured_media":5560,"template":"","format":"standard","meta":{"_acf_changed":false},"class_list":["post-5559","blog-post","type-blog-post","status-publish","format-standard","has-post-thumbnail","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.shiftyouragency.com\/en\/wp-json\/wp\/v2\/blog-post\/5559","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.shiftyouragency.com\/en\/wp-json\/wp\/v2\/blog-post"}],"about":[{"href":"https:\/\/www.shiftyouragency.com\/en\/wp-json\/wp\/v2\/types\/blog-post"}],"author":[{"embeddable":true,"href":"https:\/\/www.shiftyouragency.com\/en\/wp-json\/wp\/v2\/users\/1"}],"version-history":[{"count":3,"href":"https:\/\/www.shiftyouragency.com\/en\/wp-json\/wp\/v2\/blog-post\/5559\/revisions"}],"predecessor-version":[{"id":8974,"href":"https:\/\/www.shiftyouragency.com\/en\/wp-json\/wp\/v2\/blog-post\/5559\/revisions\/8974"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.shiftyouragency.com\/en\/wp-json\/wp\/v2\/media\/5560"}],"wp:attachment":[{"href":"https:\/\/www.shiftyouragency.com\/en\/wp-json\/wp\/v2\/media?parent=5559"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}