Shell Malaysia brings back #StationStories as part of transformation programme

As part of its celebrations to celebrate Shell’s 125 years in Malaysia, the multi-national oil company has launched a new web series called #StationStories.

The campaign features a series of stories celebrating the journeys of its customers, of which almost 10 million people visit its stations in Malaysia each week. #StationStories was a project that Shell had tested mid last year in Malaysia alongside the Netherlands market where it tapped on the potential to connect with its customers while they are pumping petrol. The original series produced in 2015 garnered close to six million views from the six videos produced.

This year the brand decided to bring the series back due to the positive response from the first installation. The videos from this year’s activation start with the question “Where are you going?” making a connection to stories from real people.

#Stationstories is said to be a reflection of Shell’s three-year transformation programme to create “meaningful relationships” between brands and customers and encourage people to participate with the organisation in ways that are valuable to them.

The brand worked with Edelman Malaysia to run a pre-selection strategy and production with Brandbase. The challenge was to deliver a process that identified unique customers without affecting the actual production and making the interviews seemed staged. The Edelman team spoke to more than 100 customers at seven Shell stations across Malaysia to search for special stories.

The campaign is set to run until November, where the last video in the series will be released and runs across Facebook and YouTube with Shell’s website as the main hosting page.

The first spot features married couple Khayrul and Rosneh who tell the story of how they first met and what it takes for their marriage to work. The cheeky exchange garnered garnered around 218,000 views on YouTube.Take a look at the spot:


The second spot features a man called Awi and his three children who visits the station often to get fruit juice for his children.  He reflects on his journey as a single father, its difficulties and the thoughts from his children about his struggle as a father trying to raise three children. One of the children eventually starts crying after being moved by what her father struggles.

The unlisted video garnered around 323,000 views on YouTube. Watch it here: