Raízen: Clube Irmão Caminhoneiro

Shell, an oil and gas company, developed a trucker community social media page that allowed for a more direct engagement between the brand and Brazilian truckers, thus increasing market share and brand preference.

Campaign details

Brand: RaízenLead agency: VML Propaganda LTDARegion: LATAM

Strategy

Objective

Truck drivers are one of Brazil's main driving forces: close to 65% of all cargo transportation are handled by a fleet of nearly 3 million trucks. And with more than 6,200 gas stations throughout Brazil, Shell can be a huge part of the daily lives of these drivers – who represents 56% of all Diesel sales (22 million gallons).

Shell needs to be in constant communication with them not only to stay relevant, but also to be the preferred gas station. That's why, from...

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