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Merit Award

“Top Cars, Race Now: Refuel Shell V-Power, Re-energize in New Normal”
Shell Hong Kong Limited

2020 was battered by COVID-19. Shell was no exception with commercial business badly hit in hard times and needed to defend
gasoline business. International travel was nearly impossible and local entertainment options were restricted. Family drivers and
young drivers were switching to competitors who offered deep discounts.

Shell brought “Top Car, Race Now” campaign featuring seven App-controlled Shell Motorsports remote control cars to amuse
adults and kids, at the hard times when digital and virtual connection become the “New Normal”. The speed and control of the
cars helped to convey a message to re-energize everyone back to top performance along the journey to “New Normal”. To drive
sales, engage customers, and rejuvenate brand leadership, the campaign started with premium redemption amid the 3rd wave
of COVID-19.

Two more phases of branding activities were launched at November 2020 to strengthen Motorsports leadership and connection
to local customers. The local messages, online engagement, and spirit of revitalizing the city continued as Shell moved from racing
the cars at home to Motorsports online and on street via E-game competition.
Being the first in world to launch, the campaign gained 3% market share and 4% on brand preference. More customers turned into
Shell V-Power users bringing up premium fuel penetration by 6%. With a high ROI at 7.3X return, Shell Hong Kong was the market
with best redemption results and earned top internal global awards.

Externally, Shell got local partner offers on gifts, cars, showrooms and media exposure. Through sponsoring virtual Tai Mo Shan
track production, youngsters and car enthusiasts were empowered to demonstrate their knowledge and ability. Shell also attracted
funding and prize sponsors from 10 brands while engaging the Millennials whom traditional media had difficulties to reach.
The campaign successful brought smiles back to everyone at time of hardship and social isolation.

Comments from the Judges:
It was commended as a unique and smart campaign demonstrating a strong drive to turnaround the business amidst challenging
times. With a highly creative premium give-away strategy combining an e-sports toy car with traditional gasoline market, the
campaign has successfully turned crisis into opportunities and delivered “power” to the customers.

The strategies and implementation were solid and remarkable. The idea of linking e-games to the brand has generated tremendous
fun and brought happy moments to customers who have been suffering from boredom and desperation. Not to mention,
these exciting strategies were highly appealing to young drivers and car enthusiasts. The reinvention of premium redemption
programme and engagement of Formula One drivers excited the customers with world class experience and brought the Shell
brand closer to home.

All in all, it was a very successful programme and the results were promising in terms of growth in sales volume and brand
awareness. This timely campaign enabled Shell to win back the lost market and pave the way to capture future business growth.
This is indeed an excellent model of how innovative marketing and utilization of technology could liven up a traditional business.

Parties to be Recognized for Contributing to the Success of the Programme:
1. Dentsu McGarry Bowen
2. Mediacom
3. Fimmick Limited
4. Hill & Knowlton
5. Edelman

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HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2021

10/4/2021 3:09:07 PM
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Dinner 88p content 2021.indd 58 10/4/2021 3:09:07 PM