Campaign details
Brand: Shell MalaysiaAgency: Edelman
Campaign summary
Shell Emotion Tracking presents a compelling case of how a brand drowned by aggressive competitors (with less than 1% SOV) leveraged its Strategic PR approach to grow its 'Earned Attention' by 550% (worth USD 1 mil = 75% of largest media spender in the category) for the launch of its new range of premium fuels. This first of its kind real time emotion tracking study followed hundreds of Malaysian drivers using wearable devices on over 2,569 journeys. Rich analytics from this study powered Shell launch its new fuel formulation...