Malaysian Media Awards Winners Showcase

2013 | |

How Humor Created a Conversation For Shell Advance

Advertiser: Shell Malaysia Trading Sdn. Bhd.
Brand: Shell Advance
Creative Agency: JWT
Credits: Maxus Malaysia — Faraz Shams Khan (Associate Business Director), ShiengYee Lim (Planner), Lorraine Capel (Managing Director), Yee WingTak (Head of Digital)

Bike engine oils reside in a low involvement category, there is limited conversations taking place with the consumer. In the consumers mind, the service station was the expert to choose the engine oil. We had the task to entice consumers to demand Shell Advance to be used in their bikes. 

To bring about this much needed involvement by the consumer in demanding a particular brand of oil to be used in their bike, we needed to create visibility in a space which was both interesting and created instant re-call with the bikers. This un-tapped space, through our insight of the bikers, lay in the simplest of places, a comic book. We learned the young bikers, majority Malay, were comic book enthusiasts, especially comics with humor. 

We hijacked the “workshop” section in Ujang comic and seamlessly integrated Shell Advance in the storyline. 4 issues were crafted, each filled with humor, which drove the characters of to pick up Shell Advance and use it in their bikes during their escapades. To create excitement, each issue ended with 2 alternative continuations; readers could log-in to Ujang’s Facebook page and vote for the continuation of the story of their choice in the next issue. 

11,000 voted for the continuation of the story in the next issue. 1761 people shared the post (average number of friends in Malaysia = 233**), we reached out to 410,313 people. This created a WOM boom for the brand and we had made the brand the center of the conversation.