Campaign details

Brand: Shell Select
Brand owner: Shell Malaysia Trading Sdn Bhd
Lead agency: Ensemble Worldwide
Country: Malaysia
Industries: Convenience retail
Media channels: Content marketing, Games & competitions, Integrated, Mobile & apps, Online display, Online video, Outdoor, out-of-home, Programmatic display, Radio & audio, Sales promotion, Social media, Websites & microsites
Budget: 500k - 1 million

Executive summary

Shell Select (the convenience store in the petrol station) was not seeing a lot of footfall, with only one out of five Shell customers stepping inside. The problem was perception – the other four still thought Shell Select was just like any other garage convenience store, while those who had visited Shell Select really loved us.

Customers who were coming in saw the store as an oasis in the crazy Malaysian traffic, where little 'refreshing moments' can be enjoyed. People like school kids and motorists come in looking for a quick pick-me-up for the rest of the day. So, we created an entire campaign based on these real stories of 'refreshing moments' to lure the four out five Shell customers in. Now three out of five Shell customers are stepping into Select, and sales have increased by 34%.

Market background and cultural context

Shell Select, a key driver for brand preference