Campaign details

Brand: Raízen
Lead agency: VML Propaganda LTDA
Region: 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 1988 to 2014, Shell had different efforts regarding the Clube Irmão Caminhoneiro Shell brand, going from TV to radio shows, GQ's and more. Since 2014, we aimed on going digital by launching a website and an app. We were still missing an outlet to allow us to interact 1:1 with our consumers and support bigger and broader brand efforts. So in 2017 we launched the Clube Irmão Caminhoneiro Shell's Facebook page, the only Shell page for truckers in the world! We wanted to connect and engage with existing Club members through relevant and entertaining content, create brand awareness and preference Shell and generate leads for new members.