Campaign details

Brand: Shell
Brand owner: Shell Fuels
Agency: MediaCom
Country: Malaysia
Industries: Tyres, fuel, accessories, services
Media channels: Competitions & contests, Mobile & apps, Programmatic display
Budget: Up to 500k

Executive summary

Oil brand Shell had a question: Did tactical promotions contribute to its challenging objective of increasing volume by 2% in Malaysia where motorists are fickle and easily seduced by discounts, promos and giveaways? To combat this challenge, we had to catch brand switchers in the act of switching brands at thousands of stations among more than 10 money-off offers.

We broke down brand switchers into two groups: generic brand switchers and bargain hunters. Then we created a unique and innovative audience-targeting framework by distilling data from five data providers – a first for Shell in APAC. We combined Shell station visit data provided by Factual and the campaign data to map the consumer journey by linking ad activity to actual visits in real-time, thereby closing the online to offline loop.