Shell Helix / Pennzoil: Intent to purchase

James Barnett

Multinational oil and gas company Shell used advanced data science to actively predict when car drivers would be in the oil-change market to boost sales of its Helix and Pennzoil brands in China and the US.

Campaign details

Brand: Shell Helix/PennzoilBrand owner: Royal Dutch Shell plcLead agency: MediaComContributing agencies: Google, iPinYouMarket: China, United StatesIndustries: Tyres, fuel, accessories, servicesMedia channels: Programmatic displayBudget: Up to 500k

Executive summary

The latest synthetic motor oils now last up to three times longer than traditional motor oil, meaning more time between oil changes. Motor oil isn't just an increasingly low-frequency category – it's also low interest. Consumers don't spend a lot of time thinking about motor oil, and improvements in product quality mean they need to...

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