Campaign details

Brand: Shell Helix
Brand owner: Shell
Lead agency: MediaCom
Contributing agencies: Tencent, Civilization
Country: China
Industries: Tyres, fuel, accessories, services
Media channels: Competitions & contests, Online video, Point-of-purchase, in-store
Budget: 1 - 3 million

Executive summary

Shell Helix wanted to heighten its brand preference and imagery in China. It needed a media vehicle that would generate positive word of mouth and sentiment.

Helix aimed to strengthen its quality assurance of 99.5% purity through 40 years of scientifically proven proposition. It wanted to remind consumers that Shell Helix is a heritage brand that never compromises on performance quality, enticing car owners as well as the trade community, and boosting traffic to Shell trade stores.

Since the brand's category users are typically hardcore football fans, we decided to latch onto World Cup mania in an innovative way. We built a story of inspiration around the World Cup that would resonate with our customers, featuring legendary and much-loved football icon XuGenBao, who had the power to move fans – to create an 'inspirational movement'.