Shell rolls out biggest marketing campaign to date

Shell Rimula, a premium heavy duty diesel engine oil, has launched a new integrated global marketing campaign celebrating the dreams and aspirations of truckers and fleet managers across the world.The campaign, called Real Destinations is set to run in markets across Asia, Europe, Africa and the Americas. The new campaign will roll out in key growth markets such as China, Russia, USA, Canada, Turkey, Brazil, Malaysia, South Africa, South Korea, Thailand, Colombia, Pakistan, Egypt, India, Indonesia and Vietnam.According to a press statement from Shell, the Real Destinations campaign is the largest ever integrated marketing campaign from Shell Rimula and marks the latest step towards a more emotional brand marketing approach. It builds on the success of Shell Rimula’s previous global campaign in 2012: Shell Rimula Hardworking.The campaign, which carries the slogan: “Shell Rimula, the engine oil that works as hard as you”, combines traditional advertising with public relations, digital and point of sale promotions with the aim to showcase Shell Rimula’s understanding of a trucker’s life on the road. It will also feature a series of branded films in which working truckers from China, Russia and the America’s reveal their personal motivations and goals in life, and how they are striving to reach them, before Shell Rimula helps ease their journey towards success.The films will be hosted on YouTube and YouKu as well as an online campaign hub, which will be promoted across a variety of channels. The campaign hub is now live with materials that include a brand film that features the real life of a trucker. In the future, select markets will be also be activating a call to action on their local websites to invite truckers and fleet managers to engage with the brand directly by submitting their own stories about how they are reaching their Real Destinations.Take a look at the campaign below:https://youtu.be/989Mv3RtsfgRoger Moulding, vice president of Shell Lubricants global marketing, said:“For many of our customers, trucking is the cornerstone of their life: a job that sees them work long hours, over long periods, often many kilometres away from home, but ultimately provides for their family and loved ones. Engine oil plays a vital role in keeping their trucks and business moving, yet despite this it remains a traditionally low-interest purchase.”He explained that the campaign aims to change that by celebrating the emotional connection customers feel with their business and encouraging them to see the importance of Shell Rimula in that relationship.“We hope this will help build a stronger affinity with the brand and create a solid platform from which to further differentiate our products,” Moulding added.Valerie Cheng, chief creative officer of J. Walter Thompson Singapore and global ECD, Shell Lubricants added that authenticity was key to the successful delivery of this campaign.“It couldn’t get more genuine than working with real truckers and their family members. Their lives, cultures, values and diversity brought so much depth and character into Real Destinations. This campaign is a tribute to every trucker around the world who works so hard for their dreams and the ones they love,” said Cheng.