Shell Malaysia: Shell Emotion Tracking Study

Shell, an oil and gas company, increased its brand preference and share of voice in Malaysia by launching an emotion-tracking study to track how drivers feel during their journeys, in order to improve their experience.

Agency: Edelman Malaysia

Campaign Summary

Shell Emotion Tracking presents a compelling case of how a brand drowned by aggressive competitors (with less than 1% SOV) leveraged its Strategic PR approach to grow its 'Earned Attention' by 550% (worth USD 1 mil) for the launch of its new range of premium fuels. This first of its kind real time emotion tracking study followed hundreds of Malaysian drivers using wearable devices on over 2,569 journeys to create distinct driving profiles using analytics from 150,000 data points. Rich analytics from this study powered Shell launch its new fuel formulation along with customized...

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