Shell: Rimula – ride on father, ride on children

Shell activated social platform Zalo to encourage drivers to use the location tracking system and record the number of kilometers they have travelled to increase sales, preference and market share in the lubricants category in Vietnam.

Campaign details

Brand: Shell VietnamAgency: EssenceMediacom VietnamRegion: APAC

Strategy

Objective

For Shell, it was important to aggressively increase sales and market share of the overall portfolio. Rimula as an important variant would play a significant role in that by driving preference and market share in the overall lubricants category.

Target Audience

Ride On Vietnam was the new communication platform to differentiate SHELL from other competitors via an emotional story that emphasizes the committed connection between SHELL & Vietnam while honoring the essence of Vietnamese – RESILIENCE. This year, apart from Shell as a master brand,...

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