Rimula is Shell’s heavy duty product line, providing motor oil for demanding vehicles such as trucks. Shell Rimula have been running its EPE (Energy Protective Event) campaign online & offline every year in China. On one hand delivering the message of EPE to truckers to build brand awareness, on the other hand offering incentive to reward truckers to drive brand preference.

However every year, Shell’s EPE event always struggle to attract a large number of truck drivers – usually less than 100 in attendance.

This year, Shell Rimula wanted to have a big launch of EPE, and would like to expand the scale and impact among Chinese truckers. Let more truckers not only become aware of this campaign but also participate and have a good experience, raising brand desire. Hence to be more willing to purchase our product.

We built the EPE launch event with 360che which is the biggest trucker mobile vertical media in China. In warm-up stage, it lasted almost one month to attract more truckers to sign-up online. By strong online exposure to public, we hold a two-days offline activity “Shell Rimula Heroes League”. It is a platform to let truckers enjoy and relax through interesting programs, interactive games, and driving safety classes, etc. What’s more, we also delivery real care and benefit by sharing experience. Our offline activity was also delivered in a live broadcast and discussed online in topic page, to make sure more truckers get involved and avoid limitation by location. We cooperated with 360che to place a perpetual countdown timer, to our EPE event. Thus, we made sure our EPE event stayed top-of-mind, and made sure our drivers can schedule their routes to attend our event in Chengdu.