Cannes Lions

DIESEL FUEL/SHELL

MAXUS SINGAPORE, Singapore / SHELL / 2007

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Overview

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Credits

Overview

Execution

1) We behaved not like a fuel company but a private health service for cabbies.

2) Free health check-ups were announced on radio and our “Shell Cabby Forum” on radio allowed drivers to talk about their health concerns. Taxi-stands and bus posters promoted the health checks. Press ads announced the diesel.

3) For seven days, drivers who presented a Shell Value Care Card to medical staff at 14 strategic locations received a free medical consultation.

Outcome

Our health-screening sessions attracted 341 cabbies in one week.

Over 63% were new Shell Value Care Card converts.

These enthusiastic Shell ambassadors are expected to pass a positive message to 75% of Singaporeans by the end of this year.Sales volume shot up by 8% in the two weeks post-campaign.

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