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Shell rides on the wild side

FOX One Stop Media (FOSM), the integrated sales arm of FOX International Channels (FIC), has collaborated with global lubricants brand Shell Advance Motorcycle Oil to debut Freedom Riders Asia.

The adventure travel series, which debuted on STAR Sports, is a weekly six-part series celebrating man and motorcycle on the move.

It shows renowned biker Charley Boorman (pictured) embark on a journey to explore the colourful biking landscapes of Malaysia, Indonesia, India, Vietnam, Thailand and the Philippines.

Recognising the growing popularity in adventure travel across Asia, Freedom Riders Asia was conceptualised and developed by FOSM, in close collaboration with Shell Advanced Motorcycle Oil and media communications specialists MediaCom, as a new platform to entertain, educate and engage audiences.

For Shell Advance, the advertiser funded programme is a first in its category.

“Freedom Riders Asia is Shell Advance’s latest effort in engaging audiences through branded content that is specially developed for them.

“We believe a travel series hosted by a renowned celebrity biker on local biking cultures and the challenging adventures on his journey is a great way to reinforce our product superiority and our brand message that ‘Every Bike & Every Ride is made more enjoyable with Shell Advance’,” said Kar-Tai Koh, Shell Advance Global brand manager.

As part of a digital initiative in promoting the travel series, the Shell Advance YouTube page was set up for fans to watch exclusive content including behind the scenes clips and catch up on episodes.

To reach out to a larger audience base across different demographics, Freedom Riders Asia is also being promoted across FIC Asia’s channels such as FOX, National Geographic and FX.

Speaking on the partnership, Simeon Dawes, senior vice president, advertising sales and partnerships, Asia Pacific & The Middle East, FOSM said it is confident that audiences will respond positively to the series, seeing as to how popular motor sports as adventure travel has become.

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