Shell Embarks on a Quest for More, Starring Remy Ishak

6. Digital Experience Kancils [6.9 Best use of influencers]

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. Aworking 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 the heart of the campaign was Malaysian film icon Remy Ishak, starring as Roger Hensem. Remy's influence wasn't just about star power; he embodied the everyday Malaysian, turning daily drives into epic adventures. His natural charm and wide appeal helped Roger Hensem connect with audiences across generations. As Roger, Remy showed Malaysians that adventure isn't something you plan for it's found in the everyday moments. From picking up his wife, to driving his daughter to camp, and visiting his parents, Remy infused Roger's journey with infectious enthusiasm, reminding Malaysians that life is full of small, everyday quests. And Malaysians fell for Remy as Roger. His portrayal became the face of Kembara Lebih Jauh, sparking engagement across every platform. Remy's involvement wasn't just in film or TV he was everywhere. From Cinema, TV, OTT, Radio, Outdoor, Social Media, to Shell's in-store experience

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