7-DAY INSURANCE

Title7-DAY INSURANCE
ClientSHELL THAILAND
Product / ServiceSHELL HELIX
CategoryB07. Use of Stunts
EntrantJ. 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

The Campaign

For one month, Shell changed its business to sell insurance. With the “The 7 dangerous days” insurance, we offered drivers THB 100.000 coverage with the purchase of just a container of Shell Helix.

Creative Execution

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 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 remodeled our business and transformed every touch point we had with consumers. 500 lube bays across the country became insurance sales offices, over 1.000 mechanics turned to trained insurance brokers and Shell Helix ads became classic insurance ads.

Insights, Strategy and the Idea

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.

Credits

Name Company Position
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
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