Shell showcases its heritage as part of new campaign

Limited Edition Shell Heritage Canisters

As a part of its new campaign and 125th anniversary, Shell, an oil and gas company, has launched a collection of limited edition Shell heritage canisters in Malaysia. This collection illustrates the various designs of Shell stations and pumps, from the 1920s until the 1980s. A limited edition Shell tanker and Helix car care kit with designs depicting vintage Shell motor oil canisters has also been launched.

In July, earlier this year, the company had launched a new web series called #StationStories. The campaign featured a series of stories celebrating the journeys of its customers, of which almost 10 million people visit its stations in Malaysia each week.

The web series was conceptualised 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.

Source:; 20 Sep 2016

Shell: “Roofvertisements”

Looks like petrol prices is not the only thing hitting the roof


Commemorating its 125th anniversary in Malaysia, Shell unveiled two giant roof advertisements (“roofvertisements”), celebrating the people who have helped it become one of the country’s leading fuel retailers – its customers.

Roofvertisements are a unique form of advertising which relies on images being split into smaller pieces, which are then glued onto roof tiles to create a continuous image.

Located on rooftops of major toll plazas in the Klang Valley, they feature a collection of quotes and faces of Shell customers.

“For the last 125 years, Shell has grown from strength to strength, and our customers have been integral to our success. We are grateful for their support, and we are continuously learning, innovating, and improving to serve our customers better.”

“Our roofvertisements feature some of our customers who have made their journeys with us, and we hope their quotes and faces will inspire other Malaysians,” said Ben Mahmud, Head of Retail Marketing, Shell Malaysia Trading.

Last year, Shell embarked on a three-year transformational programme, Welcome to Shell, which aims to deliver a superior customer experience at all Shell sites. The programme is Shell’s ongoing promise to provide personalised customer service and enhanced facilities for its customers so that they can feel more at home when they visit Shell sites across the country.

Shell Malaysia debuted Malaysia’s first roofvertisement at the Duta toll plaza earlier this year. Shell’s new roofvertisements are installed at the Batu 3 and NKVE Subang toll plazas, and are made out of 4,400 tiles and 5,100 tiles respectively.

Source:; 11 Aug 2016

Shell Malaysia brings back #StationStories as part of transformation programme

Shell StationStories

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 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:

Source:; 13 July 2016

Shell Malaysia on a mission to transform customer experience on the road

Shell is on a mission to make the brand synonymous with the “highest standard of hospitality” on Malaysian roads by 2017. Head of retail marketing for Shell Malaysia, Ben Mahmud, talks to Campaign Asia-Pacific about making it a reality.

In mid-2015, Shell Malaysia conducted a consumer survey, which led the brand to some very interesting insights about what makes drivers and retail customers happy.

“Overall, we concluded that customer service is an essential part of the shopping experience for Malaysians,” said Ben, in an email interview.

The survey found that:-

  • 87 percent of respondents say a smile from store staff makes them happier than receiving a gift (80 percent) or reward (76 percent)
  • Almost half (49 percent) revealed that poor customer service makes them more annoyed than being late for an appointment (46 percent) or waiting for a delayed flight, train or bus (43 percent)
  • More than half (55 percent) have refrained from purchasing a brand if the staff is not friendly
  • Inversely, more than half (54 percent) of respondents have purchased something extra when staff was friendly to them.

“The results demonstrate the importance of service in strengthening our relationships with our customers, which supports the initiatives we were already undertaking with ‘Welcome to Shell’,” he added.

Launched in 2015, Welcome to Shell is a three-year transformational programme, which aims to deliver a “superior customer experience” at all Shell sites in the country. It is a promise from the brand to deliver personalised customer service, enhanced offerings and site facility upgrades for its customers.

It is a three-year strategic shift to enhance our retail business,” Ben said. “Ultimately, we want to make our customers’ journeys better, so that they leave a little happier than when they arrived.”

According to the company, this includes a comprehensive service and hospitality training for station crew to deliver an exceptional standard of service. Enhanced offerings and site upgrades include a new retail design for Shell Select stores, availability of freshly prepared food and beverages from deli2go, as well as new and improved facilities such as prayer rooms and toilets at selected stations.

Humanised approach and out-of-the-box marketing

The transformation programme has also extended to the fuel retailer brand’s marketing strategy, with Ben reporting a shift from a product-centric marketing approach to a more humanised approach that lends the brand a more emotional touch.

“We believe this softer approach can help drive brand love for Shell, as we connect with our customers on a more personal level,” he added. “This is why we have changed our approach in terms of creatives and brand presence across the country, beyond our stations.”

The company does not disclose its advertising and marketing budget, but Ben said that the bulk of the company’s investment is focused on enhancing the customer experience at its stations and ensuring it generates sufficient brand awareness, encompassing key touchpoints.

Ben shared that with a more personal approach, the emphasis was on reaching out to customers on the road and engaging them directly, driving awareness in a manner that will bring the Shell brand to top-of-mind.

“This is why we had to relook at the mediums available to us, to see where we could use them creatively in a way that was eye-catching and different,” he added.

Shell Roofvertisement

This relook led to the conceptualisation of Shell’s ‘Roofvertisement’—the first ad placement on the roof of a tollgate in the country. It is a concept that is new for the country, one that Ben claims takes advertising a step further by allowing it to be captured via satellite photos in Google Maps.

A team of over 12 contractors and two sky lifts spent 16 days putting the ad together onto the rooftop of the Duta tollgate, one of the tolls in Kuala Lumpur with the highest traffic.

The advertisement was assembled like a jigsaw puzzle out of 10,800 tiles all individually cropped and glued to create the advertisement, which measures 396.65 feet wide.

“We felt that this installation was impactful, as it would reach out to over 200,000 to 500,000 estimated motorists who go past the Duta toll on a daily basis, and the figure is said to increase during the holidays and festive season,” said Ben.

“More than just capturing our brand itself, the messages on our advertisement aims to create and strengthen the awareness for Welcome to Shell and showcase our promise to provide warm and friendly customer service at Shell sites across the country,” he added.

Ben also shared that since the launch of Welcome to Shell, the team has realised that consumers now have much higher expectations in terms of content that is highly personalised and emotionally engaging.

“They pay attention to content that challenges their conventions and helps them reframe their beliefs towards our brand,” he said. “With that in mind, we are currently in the midst of finalising our communication plans for 2016 and are prioritising our initiatives in customer-based engagements that will inspire participation and sustain their involvement with the brand.”

Source:; 06 Apr 2016

Shell unveils first soccer field powered by players’ footsteps

shell soccer

Shell and Brazilian soccer player Pelé this week showcased a first-of-its-kind soccer field capable of capturing kinetic energy created by players’ movement and combining it with nearby solar power to generate renewable electricity.

Located in the heart of Morro da Mineira, a Rio de Janeiro favela, the soccer field uses 200 high-tech, underground tiles that capture kinetic energy created by the movement of the players. The energy is then stored and combined with the power generated by solar panels next to the field to convert into renewable electricity for the new floodlights, giving everyone in the favela a safe and secure community space at night.

Until it was redeveloped by Shell, the soccer field was largely unusable and many young people were forced to play in the streets. The Morro da Mineira project shows how creative ideas delivered through committed partnerships can shape neighborhoods and transform communities.

The project is part of the Shell #makethefuture program, which aims to inspire young people and entrepreneurs to look at science and engineering as a career choice, and in particular use their minds to develop energy solutions for the future of the planet. The kinetic technology used at the soccer field was developed by a grant recipient of the UK Shell LiveWIRE, which serves as a catalyst for young entrepreneurs and students to develop enterprising ideas into viable and sustainable businesses.

A company called Pavegen has developed a similar kinetic technology, which uses tiles to harness the kinetic energy of footsteps. In January, the company unveiled a project at the Simon Langton Grammar School for Boys in Kent, England — where 24 tiles, covering 12 meters of a corridor, captures and converts kinetic energy from students’ footsteps into a sustainable energy source. Every time a Pavegen tile is stepped on, kinetic energy is converted into electricity, which lights an LED on the surface of the tile, as well as helping to light the area.

Another energy generating technology you can trample on is being developed by an Idaho couple — a modular paving system of solar panels that can be installed on roads, parking lots, driveways, sidewalks, bike paths, as well as playgrounds, to generate electricity to power homes and businesses connected via driveways and parking lots.

Source:; 12 Sept 2014