Content Champions: Shell Helix (Indonesia)

Shell Helix is a brand of motor oils produced by Shell, a global energy company. Shell Helix oils are designed to provide engine protection and improve performance. Shell Helix oils are available in various types, including fully synthetic, semi-synthetic, and conventional oils, designed for both gasoline and diesel engines. Over the years, the brand has evolved with advancements in motor oil technology, incorporating additives to reduce engine wear, prevent sludge buildup, and maintain fuel efficiency. Shell Helix is commonly used in both passenger vehicles and light-duty commercial vehicles.

Content Champions is a segment during MARKETING-INTERACTIVE's Content360 conference in Singapore in which we highlight brands who have made significant impact in the content marketing space through their campaigns. This campaign was first shortlisted for Marketing Excellence Awards 2024 and was further evaluated by the editorial team at MARKETING-INTERACTIVE to make the shortlist. 

Brand: Shell Helix 
Campaign: "Shell Helix Traffic Jamming"

Challenge

Ranked among the top ten countries with the most traffic globally, Indonesia's roads, particularly in densely populated cities such as Jakarta, are a battleground of ceaseless start-stop motion. This relentless congestion tests not only every commuter's patience, but also the endurance of every vehicle's engine. The harsh, congested conditions lead to increased wear and tear on engines, which can result in higher maintenance costs and reduced vehicle lifespan. Additionally, the psychological toll on drivers navigating these conditions daily is substantial, contributing to elevated stress levels and overall dissatisfaction with the driving experience.

Amidst the situation, Shell wanted to introduce Shell Helix City, formulated to protect engines during frequent stop-start conditions.

Strategy 

Recognising the stress caused by traffic congestion, Shell Helix's aim is to connect with customers on an emotional level to drive brand awareness of the product. Shell Helix wanted to create a campaign to soothe and alleviate stress - much like it claimed its new oil product to. 

Shell Helix implemented a deep empathy strategy, following four commuters through Indonesia’s most congested cities (Jakarta, Bandung, Bali and Surabaya) to intimately understand their daily challenges. By sharing their diverse experiences on social media, the brand sparked a viral conversation, prompting more commuters to share their stories online. This interaction allowed Shell Helix to gather valuable insights and identify the best ways to support its audience through its campaign, aiming to touch them emotionally during traffic jams.

Shell Helix gathered every comment, listened to its audience, and sought the best ways to respond through its campaign. For this, the brand saw an opportunity to create an audio-based activation, leveraging music as a universal relief in stressful situations.

Execution 

The brand introduced "Traffic Jamming", an eargasmic audio activation that not only keeps traffic-jammers sane but also serves as a tribute, uplifting their spirits and fueling them to keep driving on. Alongside the activation, the brand crafted Tangguh, an anthem that translates to ‘resilience’. Shell Helix also amplified the effects of the song by incorporating the 396 Hz frequency, which it claims, was scientifically proven to reduce negative thoughts on the road.

Recognising that its audience primarily streams music on the road, Shell Helix strategically targeted Spotify, the platform closest to them during their drives. It deployed contextual advertisements that not only acknowledged the drivers' tension but also alleviated it with the brand's calming anthem.

To go further, Shell Helix curated a brand playlist specifically tailored to their journey and road conditions. By meeting its audience where they are, Shell Helix transformed every commute into an opportunity to resonate with our listeners, making each drive a moment of connection with the brand.

Check out the other winners here.