Background

Thailand is one of the countries with the highest number of motorcycles in the world. Almost 50% of the total are scooters which are increasingly popular among Thai bikers, especially the young generation. However, many of them are not familiar with the engine oil for scooters. As the world-leading engine oil manufacturer, Shell would like to introduce Shell Advance Scooters to Thai bikers especially the young group.

Describe the creative idea

We created a fresh and fun way of product communication through gamification. “The Advance Scooter” an online game campaign that helped shape the way people perceive engine oil for scooters. Players can use sound or press buttons to drive the avatar through obstacles and collect as many Shell Advance bottles as possible. Product benefits will be recognized once players repeat playing the game to accumulate more bottles. Voice mode allows players to play the game creatively while touch mode made it easier to play everywhere.

Describe the strategy

Because the young generation is more attracted to entertaining contents than ones that are too technical. They typically spend most of their time on social media platforms online to read the news, play games, watch series, and even create their contents. For this reason, we used gamification as key campaign idea. Social activities, contents were released before and during the campaign draw more participants. Social influencers are recruited to promote the campaigns on various platforms such as Facebook, YouTube, and Twitch.

Describe the execution

To play the game, first players select touch or sound mode. Then they drive their avatar through obstacles while trying to collect as many engine oil bottles as possible. 4 Shell Advance Benefits will pop up as players overcome obstacles. When they finish the game, first-time players would get Shell Advance Scooter product trials. For every 50 Shell advance bottles collected, they would earn a chance at the Gachapon spin to win cool lifestyle gadgets. To get more bottles, players can also complete the special 20 game quests. During the campaign, we invited " Ed 7 VI " the prominent online influencer to create a rap music video for the game. The video became extremely successful with over 1.6 million viewers on Facebook within a month. 5 famous game casters were also recruited to cast "The Advance Scooter" through social channels such as Twitch, Facebook, and YouTube.

List the results

The Advance Scooter became one of the most successful campaigns of the year. The total number of Facebook posts reach is 12,376,391 and the total engagement is 1,235,391. During the 12-week launch, all the game was played over 394,013 times. More than 52 million bottles were collected. Approximately 1,300 free trial products were given out. Consequently, Shell Advance Scooter sales volume increased to 47% during the campaign.