rimula ck-4

Client

Shell

Capabilities

Advertising

Date

01/09/2019

Together with VCCP Inside Dentsu Shanghai, we launched a heartwarming campaign that sheds light on the journey of Chinese truckers and their motivations to deliver for their small personal families and the big national family.

CHALLENGE

Modern synthetic truck lubricants have entered an arms race of oil drain intervals.  That's the distance a truck can travel before it needs an oil change. 10,000km? 50,000km? 100,000km? Truckers don't believe the claims.

With the launch of Shell’s Rimula premium CK-4 premium range (with long oil drain intervals), how could we grab truckers’ attention by talking less about the distance and more about the benefits?

INSIGHT        

Truckers are more than mere steering-wheel holders; they are resilient road warriors who don't falter in the face of demanding schedules. And the lesser the down time and the more time they are on the road, the more they can deliver for their families, their customers and also for their country.

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