Advertiser: SHELL
Agency: MAXUS GLOBAL
Category: Cars & Automotive Services
Advertising campaign: HARD MEN NEED TLC
Managing Director: Lorraine Capel (Maxus)
Associate Director: M Padmanabhan (GroupM)
Senior Manager: Faraz Khan (Maxus)
Senior Buyer: Hamzina Abdullah (Maxus)
Planner: Lim Shieng Yee (Maxus)
Execution
So we proved to them that Shell Rimula not only understood them, but was willing to work hard for them, as hard as they did for their truck, by giving them a little TLC.We created a the world’s first Trucker Pamper Zone, a 40ft air conditioned container with massage chairs, cold drinks, hot meals, a grooming station complete with its own hairdresser and a game zone (we didn’t call it Pamper Zone, that would be a bit too girly, instead we called it the Hard Working Truck)Over three months we revolved the truck between the 10 major truck stops across Malaysia.We let Truckers know where they could find us each day via on-air radio announcements and advertising in their favourite shows every morning.
Effectiveness
We delivered a massive 49% growth in sales volume, smashing the 20% target.Over 3,700 truckers and truck fleet owners visited us.Our pamper truck is still in huge demand, distributors are clamoring for us to bring the truck to them, we even received an invite to the Truck of the Year Awards.What’s most important is that the truckers tell us they miss us. So we’ll be back next year to dish out some more trucker loving care and show them that Shell Rimula understands them and works hard for them, on the road and off.
Strategy
When Shell Rimula asked us to help them to build sales of their truck engine oil by 20% in Malaysia; we found a category dominated by local competition and communication founded in Trucker ‘Hard-man’ clichés. We set out to understand the truth behind this convention, so we went on the road with Truckers. We spent long hours in their cabs, ate and slept at truck stops, experienced their extreme schedules and sleep deprivation.What we discovered was a bunch of guys with tough exteriors but soft centres, guys who craved a few moments pampering during the long rough days away from home.