Shell Advance Forever Outriders

Shell Advance, a motorbike engine oil brand, increased brand awareness across Vietnam by launching a campaign that showcased a group of motorcycle accident aid rescuers, and the brand's role in supporting it.

Campaign details

Brand: Shell AdvanceLead Agency: Mediacom VietnamRegion: APAC

Objective

Vietnam is a land of motorbikes. With an estimated 45 million motorbikes- nearly 1 for every 2 people – motorbike oil becomes an essential commodity in Vietnamese life. Castrol is the dominant player in the market with significant media spends, visibility and consumer mind-space and Shell, a distant second. Shell was also facing a business crisis as there was significant drop from awareness to preference (from 42% to 5%) with brand having been off air since 2016.

We had to address top-of-funnel, to drive impact,...

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