Campaign details

Brand: Shell Advance
Brand owner: Shell
Lead agency: MediaCom Vietnam
Contributing agencies: Click Media
Country: Vietnam
Industries: Tyres, fuel, accessories, services
Media channels: Competitions & contests, Content marketing, Integrated, Mobile & apps, Online video, Packaging & design, Programmatic display, Social media, Television
Budget: 500k - 1 million

Market background and context

Vietnam is a land of motorbikes. With an estimated 45m motorbikes – nearly one for every two people – motorbike oil has become an essential commodity in Vietnamese life. Castrol is the dominant player in the market, with significant media spend, visibility and consumer mind-space, with Shell a distant second. Oil brand Shell was also facing a business crisis as it experienced a significant drop in awareness and preference (from 42% to 5%), with the brand having been off air since 2016.