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Oil giants find revenue solace in grocery sales

News • 19 January 2021

Major oil companies, suffering weaker demand for fuel during the pandemic, are finding that an uptick in grocery sales at their network of service stations world-wide is helping pick up the revenue slack.

Castrol: With You On The Road Ahead

Case Study • MMA Smarties, Silver, APAC, 2020

Castrol, an industrial and automotive lubricant brand, set out to recruit 10,000 customers in Vietnam and increase its brand advocacy score by one point.

How Shell supercharged its insights-to-marketing process

Research Paper • MRS Awards Papers, Finalist, MRS Award for Insight Management, 2020

Shell, an oil and gas company, launched the Shell Retail Insights Hub, which uses multiple data sources to align consumer insights with business outcomes, to develop more consumer-centric planning.

Two teams, 3000 miles, lowest emissions possible: How Shell used The Great Travel Hack to reach out to Millennials

Research Paper • MRS Awards Papers, Finalist, MRS Award for Creative Development, 2020

Shell, an oil and gas company, launched a research study using combined online ethnography and mini workshops to reveal key insights about its target which allowed it to better connect with millennials globally.

Shell’s marketing efforts demonstrate the power of 'business-to-human' marketing

Article • Geoffrey Precourt, Event Reports, ANA Masters of Marketing Week, October 2020

Shell, the energy giant, has used a ‘business-to-human’ marketing strategy to connect around issues that are often viewed through a strictly business-to-business lens.

Shell marketing chief: deep insights have critical role in B2B marketing

Article • Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2020

Business-to-business (B2B) marketers should give deep, human insights the same exalted status as consumer brands do in developing their campaigns.

Shell Helix / Pennzoil: Intent to purchase

Case Study • James Barnett, WARC Media Awards, Silver, Best Use of Data, 2020

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.

Castrol: Your Best Business Partner

Case Study • Thunder Shi, Nicholas Short, Rocker Hu, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Automotive lubricant brand, Castrol, simultaneously drove sales within independent workshops and built awareness among consumers in China.

ExxonMobil: Mobil Experience

Case Study • SABRE Awards, LATAM, Practice Area, Gold, 2020

ExxonMobil, a multinational oil and gas corporation, promoted its partnership with a Formula 1 team in Mexico by launching the first F1-themed escape room for fans and top media outlets.

Castrol India Limited: Super Mechanic Contest

Case Study • Sayami Podder, Nikita Mehta, WARC Prize for Asian Strategy, Entrant, 2020

Castrol India wanted to drive brand affinity and preference among mechanics as they, rather than end consumers, are the key decision-makers in engine oil purchase.

PETRONAS: Festive

Case Study • Victoria Kovalan, Chiann Yi Cheah, Chia Yuin Chow, WARC Prize for Asian Strategy, Entrant, 2020

Oil and gas brand PETRONAS created a series of appealing web films to emotionally connect with the mass Malaysian audience in a way that reinforced positive brand perception and reputation.

Castrol Activ: Protecting the real engine of India

Case Study • Divya Agarwal, WARC Prize for Asian Strategy, Entrant, 2020

Castrol Activ, the engine oil, moved from a functional narrative to a purpose-driven one to aid growth among young people in India.

Castrol India Limited: #RideForVote – Non-Stop Democracy

Case Study • Sayami Podder, Nikita Mehta, Zubin Tatna, WARC Prize for Asian Strategy, Entrant, 2020

Castrol India needed to create brand affinity and differentiation for Castrol Activ, its motorbike engine oil so it ran a campaign urging its target audience of millennial bikers to aid voter turnout in the 2019 general election.

PETRONAS: Bersama Merentas Zaman (PETRONAS 45th Anniversary)

Case Study • Ashveen Subramaniam, Sui Ying Teoh, WARC Prize for Asian Strategy, Entrant, 2020

Oil and gas company Petronas created a nostalgic immersive multichannel campaign to celebrate its 45th anniversary and communicate its contribution to the country to build brand love in Malaysia.

PETRONAS: Semangat #PengejarImpian #TambahPowerPSRT

Case Study • Rueben Lee, Didi Pirinyuang, Su Ling Chan, WARC Prize for Asian Strategy, Entrant, 2020

Oil and gas brand PETRONAS harnessed the power of social media to raise awareness of its involvement in MotoGP and boost sales of its Sprinta motor oil in Malaysia.

PETRONAS: Land Of Light Bulbs

Case Study • Ashveen Subramaniam, Carmen Cheong, Molly Ko, WARC Prize for Asian Strategy, Entrant, 2020

Oil and gas company Petronas created a video series showcasing its sustainable credentials to drive brand awareness among government and business leaders in India.

Neste: No Country For Canyons

Case Study • SABRE Awards, In2 EMEA, Best in Crowdsourcing & Co-Creating, Gold, 2020

Neste, an engineering services company, improved road conditions and showed it is a brand that cares by turning potholes into canyons in Finland.

Lukoil: New future for Khanty people in Western Siberia

Case Study • SABRE Awards, In2 EMEA, Best in Broadcast Media (Earned), Gold, 2020

Lukoil, a petroleum and natural gas extraction company, developed a unique program that has helped save Khanty – a small indigenous nation in Western Siberia – from extinction by creating a future for new generations.

Castrol: Wellness Program

Case Study • Catherine Asseily, Mona Hassanie, WARC Prize for MENA Strategy, Entrant, 2020

Engine lubricant brand Castrol used a social media and guerrilla marketing campaign focused on truck drivers' health to boost brand loyalty and sales in Saudi Arabia.

Third of UK consumers spending at least 25% more on groceries

Data • Rob Clapp, WARC Data Points, May 2020

An overview of consumer spending across key verticals in the UK during the novel coronavirus (COVID-19) outbreak.

US, Tyres, fuel, accessories & services Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points, September 2019

An overview of advertising as a percentage of sales in the tyres, fuel, accessories & services sector in the United States since 2007.

Bangchak: Happy Eatery

Case Study • Pirapak Wipawawong, Wasin Pothikasem, Jiraporn Dechraksa, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Bangchak the energy company used a feel-good story of a local eatery to create brand love among a mass audience in Thailand.

Bridgestone: Your Passion in Motion

Case Study • Ewa Schreiber, Martyna Lodzinska, Marcin Świejkowki, Rafał Broniarek, WARC Awards, Entrant, Effective Content Strategy, 2020

In Poland, tyre manufacturer Bridgestone launched a 10-month content strategy when a budget cut forced a rethink in how to defend its market share.

Shell Advance: Forever Outriders

Case Study • WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Oil brand Shell used the power of influencers and online content in Vietnam to increase awareness and preference among a young target audience.

Castrol: Influence the Influencer

Case Study • Benjamin Condit, Chaojie Miao, Rocker Hu, Sienna Zhang , WARC Awards, Entrant, Effective Content Strategy, 2020

Lubricant oil brand Castrol used WeChat to build a gamified educational campaign for mechanics to get them onside as influencers in China.

Les Binet outlines why "share of search" is a powerful, predictive marketing metric

Article • Stephen Whiteside, Event Reports, IPA EffWorks 2020, January 2021

Research by Les Binet, the head of effectiveness at agency adam&eveDDB, demonstrates that a brand’s “share of search” within its category is a vital metric for marketers to consider.
What’s working in mass-market automotive

Article • WARC Category Intelligence, September 2019

Global strategies, campaign updates and trends in the mass-market automotive category.
What’s working in luxury autos

Article • WARC Category Intelligence, April 2018

Global strategies, campaign updates and trends in the luxury auto category.
Nearly half of consumers will delay purchases until COVID-19 outbreak is over

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), April 2020

An overview of delayed purchases during the novel coronavirus (COVID-19) outbreak across 17 markets.
Volvo Cars Australia: Omtanke – rethinking Volvo

Case Study • Matthew Simms, WARC Awards, Grand Prix, Effective Innovation, 2020

Car manufacturer Volvo created a Living Seawall to reinvent its image and attract luxury car buyers in Australia.
Audi: The value of Vorsprung durch Technik over four decades

Case Study • Institute of Practitioners in Advertising, Gold and Best Dedication to Effectiveness, IPA Effectiveness Awards, 2020

Audi, an automotive brand, created long-term value and increased sales with its Vorsprung durch Technik campaign in the UK, which has spanned over the past decade.