Campaign details
Brand: Shell AdvanceAgency: Mediacom Vietnam
Strategy
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, and cut-through strategy, to meet...