Results and Effectiveness

As a result of this innovative radio contest, Shell brand preference amongst Malays soared 46% from 44% during the Hari Raya period and this led to a successful conversion to trial that saw Shell scores jumped from 58% to 62%.

Creative Execution

To create excitement during a bleak economy, Shell embarked on an innovative ‘Living For Free with Shell’ radio contest with the objective to ease the financial burden of the Malay community. The contest allows the winner to live free for a year - all their bills fully paid by Shell! All the contestant had to do was to call in and answer simple questions to stand a chance to win the Grand Prize. On the first day, the airwaves were jam packed and within the first 10 minutes they had at least 50 callers frantically lining up to grab a chance at this contest. To heat up the competition, an on-ground event was held to crown the lucky winner. Every newspaper in town was brought in to rave this exciting contest. It not only brought in attention to the airwaves but also an estimated 500 people to the on-ground event!

Insights, Strategy and the Idea

Malaysians have been facing continuous inflation from increases in petrol price to other basic necessities such as food. With that in mind, Shell wanted to give back to the public, especially as one of the biggest festive periods – Hari Raya Aidilfitri – was approaching. It was crucial to foster a closer relationship with the biggest segment in Malaysia, the Malays. Petronas has always invested substantially on TV advertising during this period, creating 3-minute short dramas to connect with the Malays. The challenge was for Shell to match Petronas’ commitment yet be more prominent. Malays consume more radio than any other race; it is a key source of entertainment and information for them. With drivers constantly stuck on the road, especially during rush hour, they turn to the radio as their best companion during this time.