Shell Embarks on a Quest for More

1. Film & Branded Content Kancils [1.1a Film (Broadcast & Cinema): Single]

Links:

https://www.shell.com.my/motorists/shell-fuels/shell-fuelsave-95.html

Product/Service:

Shell FuelSave 95

Client:

Shell

Brief:

Shell entered 2024 with a problem: despite a superior fuel claim (15km more per tank with FuelSave 95), their tactical marketing just wasn't going the distance. Competitors, like the beloved Petronas, were winning hearts while Shell struggled to make an emotional connection. Functional benefits? Great. Emotional resonance? Not so much. To shift gears, Shell needed a campaign that went beyond mileage and into the hearts of Malaysian families. A working father's reflection that 'sebagai pekerja, kita hari hari jadi pengembara' or 'every day can be an adventure' provided the inspiration.

Solution:

Enter Kembara Lebih Jauh ('A Quest for More') a cinematic adventure led by Malaysian film icon Remy Ishak, starring as Roger Hensem, the everyday family man who turns daily drives into epic adventures. With a thrilling score (think Indiana Jones vibes) fused with Shell's sonic branding, Roger's adventures had him picking up his wife, driving his daughter to camp, and visiting his parents all with the infectious enthusiasm of a modern-day explorer. And Malaysians fell for Roger. We made sure the adventure continued across every platform: Cinema, TV, OTT, Radio, Outdoor, Social Media you name it. Then, Roger's family brought the fun to in-store, recommending products and making every purchase feel like an adventure. Did someone say dopamine hit? Shell's Side-Heroes even dressed up as Roger Hensem, turning fuel stops into full-on quests that fueled incremental purchases. But the real reward? Malaysians joined the adventure, remixing Roger's journey

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