Shell Helix / Pennzoil: Intent to purchase

James Barnett

Multinational oil and gas company Shell used advanced data science to actively predict when car drivers would be in the oil-change market to boost sales of its Helix and Pennzoil brands in China and the US.

Campaign details

Brand: Shell Helix/Pennzoil Brand owner: Royal Dutch Shell plc Lead agency: MediaCom Contributing agencies: Google, iPinYou Market: China, United States Industries: Tyres, fuel, accessories, services Media channels: Programmatic display Budget:Up t

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