Shell:
Project Outriders
This is a project that pushes a personal belief that brands can indeed do good.
While most motor lubricant brands focus on the product benefits or discount, we decide to spend the marketing dollar to keep it’s brand promise. Shell Advance motor oil positioning itself as the brand stands with bikers to Outride Anything. While in the western world, it may mean outriding the road challenge with greater performance, in Asia, we’re talking about biking as a daily necessity and overriding life challenges.
To do this we found real inspiring bikers who ride for a higher purpose. Then we went to where they were to lend a hand. Using the brand’s power to support their goal, and spent our marketing dollars in a way that tangibly benefits their cause.
Gong Award Silver
For Mansetus, who provides free bike services to doctors & midwifes so they are able to reach and help remote villages in Indonesia, we provide free bikes, garage overhaul and free maintenance support. But more importantly we promoted his cause and partnered him with Indonesia’s biggest movie star, gathering more volunteers and recognition across the country.
For SOS Saigon, a group of volunteer bikers who patrol the streets of Ho Chi Minh city every night, helping victims in road accidents, we elevate them to the public eyes and garner them support from the local police, along with mechanical training, toolkits and product support.
Not only it garners overwhelming PR coverage and with over 31 Million content views, the sales went up over 60%. But most importantly, we made real change to where it needed.
