Shell Embarks on a Quest for More

4. Outdoor Kancils [4.1b Best use of billboards: Campaign]

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' sparked our idea.

Solution:

Enter Kembara Lebih Jauh ('A Quest for More'), where billboards became more than just ads they were windows into adventure. Featuring Malaysian film icon Remy Ishak as Roger Hensem, the billboards turned everyday commutes into cinematic moments, with Roger transforming family errands into epic quests. Strategically placed along key highways, where Malaysians spend hours in traffic, the billboards brought Roger's journey to life. Each snapshot from his ""adventure"" made drivers feel like they were part of his story. And the adventure didn't stop there. We took Kembara Lebih Jauh across every platform: Cinema, TV, OTT, Radio, Outdoor, Social Media, and in-store. Shell's Side-Heroes even dressed up as Roger Hensem, turning fuel stops into full-on quests. With bold visuals and perfect placement, the billboards turned heads, sparked curiosity, and made Kembara Lebih Jauh the talk of the town bringing Shell's message to life, mile after mile.

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