Shell has been regular at appreciating their end customer base- users of their Engine / Diesel oil through various campaigns. In 2019, Shell wanted to recognize the efforts of the truckers in UAE, who are also the customers of Shell Rimula Diesel Oil. This could best be done through planning and executing an activation campaign specifically targeting truckers through interactive activities and giveaways.
DETAILS AND DEMOGRAPHICS
30 Locations were covered over the duration of this campaign.
Approximately 3,500 truckers had interacted with our campaign runs.
10 return flight tickets were given away as grand prize of the raffle draw mentioned further down in this case study
CAMPAIGN AND BRANDING
To keep the mode of campaign relevant and eye catching to the target audience (truckers), we used an advertisement truck and designed/did Shell’s branding on it, for it to go around known trucker hot spots and meetup locations inviting truckers to interactions.
The Shell Rimula Ramadan truck had a fun game to ensure visitor engagement. A visitor would throw a ball at a pyramid stacked up of Shell Rimula Oil Cans. If a visitor succeeds in knowing down each can in the pyramid within 3 attempts, they get a ticket to a raffle draw. The 10 winners of the raffle draw were then provided return tickets for them to visit their families back home, just in time for Eid.
To the delight of our hardworking brothers who were at our campaign sites, free iftar meals were offered for all visitors every day for the entire month of Ramadan, in order to show appreciation. The restaurants providing Iftar Meals were set up with Shell’s Branding- Roll ups and danglers- to give the feel of brand presence.
A video script was prepared to support the campaign , wherein the hard work of truck drivers was displayed, as well as their desire to reunite with their families during Ramadan. The emphasis towards the end was how Shell and NAM combined efforts to be able to unite a few lucky truckers with their families for Eid