Shell Embarks on a Quest for More

7. Commerce Kancils [7.7 Best commerce-led integrated 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 (hello, 15km more per tank with FuelSave 95), their tactical marketing just wasn't going the distance. Furthermore, heavy investments in upgraded retail offerings like Shell Café, they struggled to integrate their combined proposition and connect with their core audience. 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 an idea.

Solution:

Enter Kembara Lebih Jauh ('A Quest for More') a multi-platform, integrated campaign that combined the emotional pull of adventure with the practical benefits of Shell's fuel and retail products. Starring Malaysian icon Remy Ishak as Roger Hensem, the campaign transformed everyday drives into epic adventures, with Roger embodying the modern-day family man on a quest for connection. Driving Fuel Sales At the top of the funnel, we launched with high-impact touchpoints like Cinema, TV, and Outdoor, ensuring maximum visibility for the campaign's fuel message. With thrilling visuals and Shell's sonic branding, Roger's adventurous drives powered by FuelSave 95 captured the imagination of Malaysians, emphasizing that with Shell's fuel, they could go further on every journey. Boosting Retail Sales But the adventure didn't stop at the pump. The campaign seamlessly transitioned into Shell's retail offerings. Roger's family brought the quest into Shell Café and c

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