Shell eco-fuelled initiative aims for 1 million

Shell Malaysia has launched its first ever online global campaign, the Shell FuelSave ‘Target One Million', with a series of six interactive and educational online games.The game calls for players to drive their virtual cars in the most fuel-saving way possible and reach the last check-point in the fastest possible time.The global initiative was launched along with 15 other countries with Fahrin Ahmad named ambassador of the Shell FuelSave campaign in Malaysia.The campaign also aims to achieve one million registered players from all 16 countries with Malaysia hoping to register a large percentage of the total target."Our idea is to reach out to the consumer at large and educate them about fuel saving tips," said Tuan Haji Azman Ismail, managing director of Shell Malaysia and Shell Timur."We constantly find new and interactive ways to educate motorists on fuel efficiency and this global campaign aims to show motorists how choosing the right fuel and pairing with a few simple changes to their driving habits can help them save fuel."The more important point is we want the customer to be able to benefit and feel the impact in their own wallet and then they will see it improving their lifestyle," added Ismail.Ambassador Fahrin Ahmad has taken the campaign as a personal challenge in promoting it to his 922,000 over Facebook fans and 65,000 over Twitter followers."Young people today learn and interact mostly online. We aim to capture the attention of youth today through our online global campaign as Shell is committed to continuously educate motorists to save fuel in every way possible," said Fahrin Ahmad.The online campaign will be promoted via roadshows held nationwide, with the Shell FuelSave Challenge at the Curve to be held from 5 to 10 June."We are publicising as much as we can as the digital world is a big audience. And through Fahrin's strong network, more people will know about it," said Christine Liew, head of retail marketing for Malaysia, Singapore and Hong Kong.The first mini game was launched yesterday (5 June) with another five mini games to be rolled out within the year.At press time, Malaysia had 517 players, the third highest among all 16 countries, which recorded a total of 11,550 players.