You don't care about this case study, but Shell Advance does

Shell, the oil and gas company, increased sales of its Shell Advance Scooter Oil in Asia by targeting consumers and mechanics separately.

Campaign details

Brand: Shell Advance ScooterBrand owner: ShellLead agency: iris SingaporeCountry: Malaysia, Philippines, Thailand, VietnamIndustries: Tyres, fuel, accessories, servicesMedia channels: Direct marketing, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, TelevisionBudget: 500k - 1 million

Executive summary

We're often told the best advertising doesn't advertise at all – it simply tells the truth.

But that strategy only works if the truth is something that is interesting and compelling to the audience.

Scooter lubricants are neither interesting nor compelling to our Asian audiences. It's possibly the most boring category that exists....

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