Campaign details

Brand: Shell South Africa
Agency: Edelman South Africa

Shell is an integrated energy company that aims to meet the world's growing demand for energy in ways that are economically, environmentally and socially responsible. Today, Shell South Africa is mainly involved in the retail and commercial fuels, lubricants and oils, chemicals, manufacturing and upstream exploration sectors. Shell has a nationwide retail network of strategically located service stations, offering customers a variety of fuels products, as well as friendly service and convenience shopping.

Shell launched a new fuels formulation by going beyond fuel and technology, partnering with Edelman as the PR agency to create awareness of the campaign. The aim was to also uncover tensions affecting modern driving conditions to connect with Shell's audiences and start conversations outside traditional motoring news and consumer titles into more mainstream and lifestyle media and online influencers.


  • Drive consumer awareness around the new Shell fuels to increase product trial
  • Sustain the fuels launch conversation for up to 12 months
  • Communicate passion for innovation that makes our customers engines and journeys better