Winner - Shell Helps Drivers Save Fuel

Brand: Shell

Entering Company: Mediacom

Credits: Yahoo, Edelman, Iris Digital, JWT

Petrol and diesel are difficult products to get consumers excited about. Shell had suffered from a steady fall in preference and consideration in recent years and  wanted to reverse this decline.

Shell immersed itself in vibrant online motoring  communities to find out how it could become part of the conversation and help people get the most out of their cars (and actually use less fuel), taking inspiration from its retail message “get the most out of every drop”.

Shell partnered with Yahoo to build a dedicated channel called Drive Smart looking at fuel-saving tips. Local editors created new content that was relevant for local users. Yahoo editors treated Shell’s content as their own, promoting it in highly coveted locations.

As a result, Shell thrashed its target of 1 million visits by 350%. Brand consideration and preference among Shell users increased by 24% and 15% respectively and purchase share rose by 25% in key markets.

Brand preference and consideration amongst non-Shell users also increased by 33% and 23%.

Judges' comments:

This was a fantastic campaign and we particularly liked the idea of using editors to create localised content within each of the markets. The brand took ownership of environmental issues with a smart use of community and crowdsourcing.