Campaign details

Brand: Shell
Brand owner: Shell Fuels
Agency: MediaCom
Country: Hong Kong
Industries: Tyres, fuel, accessories, services
Media channels: Email marketing, Integrated, Online display, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Programmatic display, Public relations, Radio & audio, Search marketing, Social media
Budget: 500k - 1 million

Executive summary

In Hong Kong, fuel brand Shell operates in an extremely competitive environment with many fuel retailers running several similar promos at any one time. We were tasked to boost fuel volume, through looking deeper into audience insights and thinking beyond products. Third-party research revealed that drivers drive for a bigger purpose: to enjoy special moments with loved ones. Riding on this insight, we did the following:

  • Identified micro-moments in our drivers' lives and built a mechanism to serve a personalised message for each one
  • Collected data to model a digital channel attribution framework towards the campaign's objective, then optimised for the best output possible.