|Product / Service||SHELL HELIX|
|Entrant||J. WALTER THOMPSON BANGKOK, THAILAND|
|Idea Creation||J. WALTER THOMPSON BANGKOK, THAILAND|
|Media Placement||MEDIACOM Bangkok, THAILAND|
|Production||PUEAN PRODUCTION Bangkok, THAILAND|
|Production 2||MELLOW TUNES Bangkok, THAILAND|
|Additional Company||SHELL THAILAND Bangkok, THAILAND|
|João Braga||J.WALTER THOMPSON BANGKOK||Chief Creative Officer|
|Park Wannasiri||J.WALTER THOMPSON BANGKOK||Executive Creative Director|
|Sorasak Songnapawuttikul||J.WALTER THOMPSON BANGKOK||Associate Creative Director|
|Putthikon Saeamad||J.WALTER THOMPSON BANGKOK||Art Director|
|Piyawat Chaiyabunphattharakun||J.WALTER THOMPSON BANGKOK||Copywriter|
|Supannapa Traitonwong||J.WALTER THOMPSON BANGKOK||Brand Team Leader|
|Angsumarin Chintavorn||J.WALTER THOMPSON BANGKOK||Client Services Director|
|Kasidit Khantee||J.WALTER THOMPSON BANGKOK||Account Director|
|Munthita Trisaranan||J.WALTER THOMPSON BANGKOK||Account Executive|
|Jiroj Mechoojit||J.WALTER THOMPSON BANGKOK||Production Director|
|Jutamas Juntasorn||J.WALTER THOMPSON BANGKOK||Producer|
|Attapong Chooamnard||J.WALTER THOMPSON BANGKOK||Producer|
|Chanapatt Chindasanguan||Verve Bangkok||Managing Director|
|Aunyarat Wetchakij||Verve Bangkok||Media Relations Manager|
|Charin Saengbundit||Puean Production||Film Director|
|Warittha Todilokwech||Puean Production||Producer|
|Punnatat Jongwilas||J.WALTER THOMPSON BANGKOK||Assistant Director|
|Nattawan Luangmettakul||J.WALTER THOMPSON BANGKOK||Production Manager|
|Tatchai Aekkuttiyakorn||Puean Production||Director of Photography|
|Wanwida chattongkum||J.WALTER THOMPSON BANGKOK||Art Director|
|Alisa Treprasert||Puean Production||Costume Stylist|
|Monton Apjitranont||Puean Production||Location Manager|
|Wongsakorn klummanee||Puean Production||Editor|
|Mongkolchai Laposukang||Puean Production||After Effect Editor|
Shell changes its business to sell insurance instead of engine lubricants. With the "7 Dangerous days" Insurance, we remodeled our business by turning 500 lube bays across the country into insurance sales offices and over 1.000 mechanics into trained insurance brokers - offering drivers THB 100.000 coverage with the purchase of just a container of Shell Helix.
A month before Songkran, we remodeled our business, turning 500 lube bays across the country into insurance sales offices, over 1.000 mechanics into trained insurance brokers and Shell Helix ads into classic insurance ads.
The campaign created much-needed conversation around road safety and protection with over 10 million THB in free media. 12,000 Drivers registered and Helix sales went up 33% compared to the same period the previous year. More importantly, at the end of the 7 dangerous days, not a single driver claimed the insurance.
Shell Helix has been protecting engines for over 120 years. This time we decided to up our protection game, precisely when the Thai people need it most: Songkran, the Thai new year, also known as the 7 days of danger on the roads. With the "7 Dangerous days Insurance", we offered drivers THB 100.000 coverage with the purchase of just a container of Shell Helix.
Many brands have tried road safety campaigns before, but the number of accidents kept in the rise. We identified an opportunity to go beyond engine protection and check-up campaigns with an idea that would disrupt the category and finally catch the drivers' attention. When a century old company like Shell changes its business to sell insurance, consumers will very likely ask themselves why.