Case Study
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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.
Rankings
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WARC Effective 100, 2020
Engine oil lubricant brand Castrol connected to Indian truckers by using yoga to focus on their health.
Rankings
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WARC Media 100, 2020
Castrol, a lubricant oil brand, created a WeChat mini-program that educated independent Chinese mechanics on the brand's products and increased brand engagement through activities and special in-app offers.
Case Study
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SABRE Awards, IN2, North America, Best Use of Social Media or Analytics for Audience Insights or Influencer Targeting, 2020
Conoco, an energy corporation, connected with US millennials and increased positive sentiment by creating a Manga series and a chance for its audience to interact with its favourite characters.
Case Study
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Data and Marketing Association, Bronze, 2019
BP, an oil industry company, launched a customer rewards scheme in the UK that provided little but often rewards to build a better relationship with its customers.
Research Paper
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MRS Awards, Winner, MRS Award for Business-to-Business Research, 2019
Shell, an oil industry company, launched a large-scale ethnographic study to inform its global innovation and growth strategy, providing a new direction for redefining relationships with customers in the UK.
Case Study
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Benjamin Condit, Chaojie Miao, Rocker Hu, Sienna Zhang, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019
Lubricant oil brand Castrol used WeChat to build a gamified educational campaign for mechanics to get them onside as influencers in China.
Case Study
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Hong Tran, Clarissa De La Paz, Maaz Khan, Joanna Mary, WARC Media Awards, Shortlisted, Best Use of Data, 2019
Oil brand Shell implemented an innovative audience-targeting framework in Malaysia to investigate whether tactical promotions work and, at the same time, increase fuel sales and grow brand preference.
Case Study
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MMA Smarties, Silver, Vietnam, 2019
Shell Advance, a motorbike engine oil brand, increased brand awareness across Vietnam by launching a campaign that showcased a group of motorcycle accident aid rescuers, and the brand's role in supporting it.
Case Study
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Hong Tran, Priyanka Gupta, Joyce Wu, Germaine Tse, WARC Media Awards, Bronze, Effective Channel Integration, 2019
Fuel brand Shell launched a multi-media promo programme to drive top-of-mind awareness and boost fuel sale volumes in Hong Kong.
Case Study
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Anupama Jha Kumar, WARC Media Awards, Entrant, Effective Channel Integration, 2019
Oil brand Shell used the power of influencers and online content in Vietnam to increase awareness and preference among a young target audience.
Case Study
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MMA Smarties, Silver, Turkey, 2019
Castrol Magnatec, a brand of engine oil, targeted consumers stuck in traffic with geo-targeted mobile banner ads to encourage product usage across Turkey.
Case Study
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MMA Smarties, Gold, APAC, 2019
Lubricant oil brand Castrol used WeChat to build a gamified educational campaign for mechanics to get them onside as influencers in China.
Case Study
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MMA Smarties, Gold, X (Global), 2019
Shell Advance, a motorbike engine oil brand, increased brand awareness across Vietnam by launching a campaign that showcased a group of motorcycle accident aid rescuers, and the brand's role in supporting it.
News
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07 November 2019
Brand partnerships can create a short cut to competitive edge, but when they go wrong, they are costly in terms of resources, time wasted and brand reputation, so it’s important to understand where mistakes commonly occur.
Case Study
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MMA Smarties, Gold, X (Global), 2019
Castrol, a lubricant oil brand, created a WeChat mini-program that not only educated independent Chinese mechanics on the brand's products but also increased brand engagement through activities and special in-app offers.
News
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22 October 2019
Over the course of a year, Shell, the multinational oil and gas company, undertook a project to rethink its creative and media relationships at both a global and local level.
Case Study
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SABRE Awards, LATAM, Industry Sector, Gold, 2019
Axalta, a leading global manufacturer of automotive paint, grew its digital presence and connected with auto repair shops and refinish painters through an educational monthly video series.
Article
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Sam Peña-Taylor, Event Reports, Festival of marketing, October 2019
Shell, the oil and gas company, rethought and reviewed its creative and media agency roster to set itself up for the future – and found far deeper value in collaborating closely and at a high level with agency partners.
Case Study
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Emvies, Bronze, 2019
CEAT, a tyre company, created a video targeting campaign using blockchain to reach genuine audiences in India.
Case Study
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Emvies, Silver, 2019
Castrol India, a brand of industrial and automotive lubricants, encouraged brand growth in India by launching a contest to find the best mechanic through a televised series.
Case Study
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Emvies, Silver, 2019
Castrol, an engine oil lubricant, connected with Indian truckers by using yoga to focus on their health.
Case Study
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MMA Smarties, Finalist, LATAM, 2019
Shell, an oil and gas company, developed a trucker community social media page that allowed for a more direct engagement between the brand and Brazilian truckers, thus increasing market share and brand preference.
Case Study
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MMA Smarties, Bronze, LATAM, 2019
Shell, an oil and gas company, partnered with Waze, a GPS navigation software, to directly engage Brazilian drivers in their route to refuel, and thus increase sales.
Case Study
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ARF Ogilvy Awards, Silver, 2019
PACCAR Parts, a truck designer and manufacturer, reversed its loyalty programme growth plateau in the US by launching a machine learning system to help personalise its offer.
