Cannes Lions

The Ballad of The Truck Driving Men

WUNDERMAN THOMPSON, Cairo / SHELL / 2019

Case Film
Case Film
Supporting Content

Overview

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Credits

Overview

Background

Shell Rimula is the second biggest player in the heavy-duty diesel engine oil (HDDEO) category, with a 21.2% volume share. This segment is led by Mobil Delvac, with a 34.8% volume share, and the strongest heritage due to its extensive retail presence. Shell, also, sold all its gas stations in Egypt to Total. Since gas stations have always been perceived as the only outlets for engine oil change, the consumer had the mis-perception of Shell running-out of business. Due to the economic downturn leading to multiple price-ups, Rimula’s target consumer, the truck-driver, shifted to cheaper alternatives. The challenge has become maintaining equity and share in an environment where consumers are forced to consider cheaper alternatives. The objectives were to Increase value market share by 1% vs. 2017 & increase Rimula's brand preference by 2%.

Idea

They’re unsafe... untrustworthy... and unreliable! It’s unfair to shackle Egyptian truck drivers with superficial societal prejudgment, constantly positioning them as second-class citizens. Rimula, a by-now almost- forgotten oil engine, thanks to the cheaper alternatives, decided to play the trucker’s advocate. WHAT MATTERS IS INSIDE Rimula stood for what’s inside; the human inside the truck, & the oil inside the engine. Rimula managed to give truckers back their glory by positioning them as first-class humans. Rimula weaved together, truckers’ mantras into a poem in what soon became an ode to truck drivers. Tuckers spend their lives on the road. They take their time to overthink what they left behind; deep thinkers with firm beliefs about the wonders of life. Almost all trucks in Egypt, are decorated with sentimental quotes, beautifully put together, highlighting personalized motivations. The point of view presented captured a novel and genuine side of a forgotten segment.

Strategy

In Egypt, truck drivers are classified as second-class citizens. Ironically however, they’re first tier car license holders. A trickier target than most; truck drivers feel undesired and undervalued. They earned a false negative reputation for being reckless, irresponsible and untrustworthy. They are perceived as second-class citizens, due to their social class, educational background and their driving reputation on the road. However, these “second-class citizens”, do not only drive under heavy working conditions, but also suffer in getting their driving licenses in the first place. Since driving a truck is a tough chore, these drivers need to obtain first-class driving licenses, whereas any other passenger car drivers carry second-class driving licenses. The idea was to bring back the confidence to those truckers, as we shed the lights on them as humans, as we create the experience journey that captures those consumers (or humans) around it.

Execution

First-class Humans: The script was made up entirely of real bumper stickers, weaved together into a poem in what became an ode to truck drivers; celebrating them as humans, with their own individual interests and beliefs. Real drivers, real trucks and real families were featured, making the real first-class human inside real. A White Canvas: The Sticker. By showering truck drivers with blank shell-sponsored bumper stickers, they had the chance to freely express themselves with their unique handwriting and distinctive brush strokes. The Shell sticker turned a cultural phenomenon to an owned media territory. Bringing the Rimula Bus Back to Life, on an experiential level, we utilized the Rimula bus, pampering Shell’s first-class humans with massage chairs, augmented reality installations, Playstation time and road kits, along the road. Radio & Print have amplified the campaign by taking those poetic phrases and shedding the light on the man behind the wheel.

Outcome

Taking into consideration the 20% category decline, Shell Rimula’s value share rose by 2% to reach 24.4% in August 2018 vs. year before, while the volume share rose by 1.2% during the same period. Rimula has witnessed a 1 % increase in spontaneous brand awareness (91% recall vs the year before). The brand has witnessed a 4% increase in brand preference & another 4% in usage preference. In addition, post the campaign launch in July and August 2018, Shell Rimula has recorded the highest monthly sales records ever the history of Shell Egypt portfolio, noting that HDDEO represent more than 70% of the total lubricants market in Egypt. The film has witnessed 10 million impressions, 3.5 million reach & 2.3 million views.

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