SHELL HELIX #Driveon
return to kekexili
APAC Effie Awards 2018 Finalists Single Martet - Products & Services Categories - Automotive
Roi Festival Awards 2018 Bronze
Shell Helix was the dominant brand in Chinese automotive engine lubricants category, but it reached a critical point in 2016 when competitors caught up in brand preference. To reclaim brand leadership in 2017, Shell Helix transcended category communications in order to broach a bigger, more culturally influential conversation.
15 years ago, <Kekexili: Mountain Patrol>, a film about the struggle between wildlife rangers and poachers in the mountains of Tibet’s Kekexili region took China by storm. Lu Chuan, its director, famously overcame countless challenges, braving extreme high-altitude terrain to complete the film, which is now widely considered a cultural masterpiece.
2017 was the year Kekexili became a World Heritage site, as well as the 15th anniversary of the film Kekexili. This was the year Shell Helix launched 'Drive On' - inviting Lu Chuan to once again relive his journey on the road to Tibet. By showing his passion and telling the story of his journey, the brand challenged our target of Chinese drivers to Drive On for their dreams, with their passion for driving supported by Shell Helix’s engine performance.
As Chinese consumers spend most of their time on social media, we launched an integrated social-media heavy campaign that spanned from digital/social to ATL.
Our core content piece was an online film shot by the legendary director himself, where others could live the extreme challenges and experiences through his eyes. Throughout the journey, an interactive map populated with updated travel tips and notes was created to continually encourage drivers in China to hit the same tough roads as Lu Chuan. A 15” TVC/OTV was later produced to further amplify our message of #DriveOn.
We also launched a social media contest/ Live Chat on popular platforms like Weibo and WeChat which sought to drive our TAs to engage with the campaign and Lu Chuan by inviting them to compete for the chance to join him on his adventure.
To drive even more conversation and participation, we created 3 on-ground events that were live-broadcasted simultaneously over 3 days.
For consumers, “Drive On” is a rallying cry. The act of driving is representative of mastering themselves and their destiny. Our campaign not only proved that the spirit of adventure was still alive in Kekexili, but gave Lu Chuan the chance to once again ignite the passions of an entire nation.
Drive On is about the passion to surpass hurdles, on the road and in life.
Drive On is about the endless pursuit of seeking only the best for themselves and their cars.
Drive On is about the endless pursuit of seeking only the best for themselves and their cars.
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Client: Shell Helix
Agency: J.Walter Thompson Shanghai
Executive Creative Director: Carlos Camacho
Art Director: Liu Jiayi
Copywriter: Lina Lim
