Campaign details
Brand: Shell HelixBrand owner: Shell HelixEntrant company: MediaCom, ShanghaiMarket: China (Mainland)Sector: Tyres, fuel, accessories, servicesMedia channels: Content marketing, Outdoor, out-of-home, Programmatic display, Search marketingBudget: 3 - 5 million
Executive summary
Automotive lubricant is a low frequency and low involvement category; The majority of our audience spend approximately 3 minutes choosing oil once every 217 days (or 312,480 minutes).
Despite fewer oil changes needed, Shell wanted to grow their PCMO (Passenger Car Motor Oil) business by $95million. Low category interest and a short decision-making window resulted...