SHELL HELIX XUGENBAO WORLD CUP CAMPAIGN

TitleSHELL HELIX XUGENBAO WORLD CUP CAMPAIGN
BrandSHELL HELIX
Product / ServiceLUBRICANT (PCMO: THE LUBRICANT FOR PERSONAL CAR)
CategoryA06. Retail
EntrantMEDIACOM Shanghai, CHINA
Idea Creation MEDIACOM Shanghai, CHINA
Media Placement MEDIACOM Shanghai, CHINA

Credits

Name Company Position
Crystal Huang Civilization Account Director

Why is this work relevant for Brand Experience & Activation ?

The case here talks about an old brand how and how it drove experience and conversion at retail stores. Secondly, it activated a shift in sentiment and perspective amongst the prospects. Shell Helix wanted to uplift brand preference & enhance premium imagery. Along with that objective it wanted to strengthen its’ claim ‘99.5% pureplus through 40 years of scientific invention’. We needed to remind the consumer that Shell Helix was a heritage brand never forget to keep developing the best performance for our users. This triggered the car-owners and the trade community to boost “traffic” towards the Shell Trade stores.

Background

Shell Helix wanted to uplift brand preference & enhance premium imagery. It aimed to strengthen its’ claim ‘99.5% pureplus through 40 years of scientific research’ deliberately. To communicate this claim’s worth amongst the car-owners and trade communities, the best platform we thought which would be suitable to deliver this was through “Football”. Shell Helix’s target audience has 25% higher propensity towards football. FIFA World Cup happened in 2018. Soccer, being one of the most popular games in China, attracted all the big advertisers for sponsorship proposal. Shell Helix being an official sponsor of Chinese Soccer League (CSL) wanted to leverage World Cup platform to communicate its technology excellence story and oust other competing sponsors of the event. The concern was how would Shell Helix compete with them and can still create a brand miracle, without being a sponsor.

Describe the creative idea (20% of vote)

Shell Helix wanted to tell an inspirational story no brand had ever told. It aimed togrow salience at the category entry points to accelerate the top of mind awareness. Therefore, the story of Inspiration needed to be narrated by the most powerful and iconic sportsman who resonated strongly to Chinese Football fans. The story could reflect shared vision of authentic value, shared legacy of precision andquality insistence. It’s a true promise which Shell Helix needed to make as it needed to adhere to ’99.5% pureplus’ credible equity. Helix decided tobring ‘real’ hero XuGenBao, the iconic Chinese Football Legend up to the stage, a Football coach practising over 40 years. XuGenBao started young athlete training association since 2000 when he was 56 years old, as he believed the opportunity is ready for someone prepared and Chinese should be trained when they are young kid for this kind of big platform events.

Describe the strategy (20% of vote)

Shell Helix as an official sponsor of Chinese Soccer League (CSL) wanted to leverage World Cup platform with right content cut-through to communicate its technology excellence story and oust other competing sponsors. We exploited the sentiment-backed and social-backed asset building approach, involving football fans who are Helix brand users. They wondered why China could not qualify to international Football domain. Chinese football team was once qualified for 2002 WC tournament and reached till group stage. The question amongst the Fans was why there was no “winning standard created” despite having huge talent-base as against European nations. Helix wanted to instill hope amongst its prospects. We needed to tell ‘legacy of Hope’ story of Football with China. It was great opportunity to create an authentic story to inspire the Helix target audience and tie back to Shell Helix’s quality backed by proven technology.

Describe the execution (30% of vote)

We worked Web Series content with brand and publisher featuring XuGenBao. We deployed a targeting mechanism in 3 segments: football lovers, car owners and previously exposed consumers of earlier Helix campaigns using BIG data. The video was grass-seeded much before the World Cup kicked off to pre-heat the conversation. We deployed a custom-survey in pre-and-post phases of video airing. We synergized the online and offline executions seamlessly. We ran a promotion in trade stores to dial up the call to action and bring in traffic and increase sales volume. In Trade stores one could get a chance to win a lucky trip of “World Cup in Russia” with XuGenBao and his students together to be ‘future’ ready for the World Cup in the next season. There were high visibility of Helix POSMs at direct sales to encourage participation. Timeline: 2018/5/28 to 2018/7/15 Placement: Tencent News/videos, Wechat Moment Scale: 10million RMB

List the results (30% of vote)

1. Top-Of-Mind Awareness grew by 10% in 6 weeks (which is unheard in this category). 2. Sales grew by 20% in campaign period (C3 up 4.7 mil USD). 3. Brand Preference and usership grew by phenomenal 15% and 16% 4. Daily trade footfall witnessed +233% 5. The engagement rate grew by 1.85%, 26% ( vs best benchmark of Shell Helix ) 6. Brand keyword search index clocked at 1511 i.e. +60% higher than its immediate competitors 7. The earned video view is 43% ( 8 times higher than benchmark ) 8. The content was reposted on Weibo 13,000 times, > 1000+ responses & comments ( 10000% higher than benchmark) 9. The interaction with positive sentiments is 1800% higher than benchmark 10. WeChat moment landing page average time spent 128s (56%+ longer than benchmark) 11. 88 million video views of “Shell Helix XGB micro movie” (1760% higher than benchmark )

Links

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