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ExxonMobil: Mecánico online

Case Study • SABRE Awards, LATAM, Gold, 2021

Mobil, a motor oil brand, launched a digital initiative in Mexico to help Mexican mechanics digitalize their business and improve their financial health.

Shell: 2020 Shell eco-marathon “minds in motion” campaign

Case Study • SABRE Awards, APAC, Gold, 2021

Shell, an oil and gas company, launched a digital platform to facilitate a lower-carbon energy future in China.

PTT: OR IPO – together for the greater growth

Case Study • SABRE Awards, APAC, Gold, 2021

PTT Oil and Retail Business (OR), an oil and retail company, increased brand awareness in Thailand with a campaign that focused on inclusivity and collaboration.

How a shaggy dog story kept the AA’s show on the road

Case Study • APG (UK), Entrant, 2021

AA, a British motoring association, launched a campaign in the UK to move the brand further and survive the coronavirus pandemic.

Shell: Creating Compelling Customer Communications

Case Study • SABRE Awards, EMEA, Gold, 2021

Shell, an oil and gas company, focused on the people behind the industry with its customer marketing campaign.

Shell: Reimagining loyalty

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

In the UK, Shell, a multinational oil and gas company, revamped its Shell Drivers' Club programme by creating Shell Go+ to continue to stand out among other similar loyalty programmes.

Conoco: #ConocoCoffee – Broncos play. You win.

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

A campaign by Conoco, a regional gas station company, in the USA, increased store visits through the use of interactive advertising.

Shell Helix: Intent to purchase

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

Shell, an oil and gas company, grew the business by identifying and targeting consumers in China to drive sales conversion.

Castrol: With you on the road ahead

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Castrol, an automotive lubricant brand, launched a campaign in Vietnam to support mechanics during the COVID-19 pandemic.

Castrol: Protect the protector

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Castrol, an automotive lubricant brand, partnered with Baidu Maps to develop the industry's first ever AI voice collaboration in China.

PETRONAS: PETRONAS' 45th anniversary

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

PETRONAS, an oil and gas company, launched a campaign in Malaysia to increase brand love.

Castrol: Stop car abuse

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Castrol, an automotive lubricant brand, launched a campaign in Indonesia to highlight the importance of using high-quality engine oil.

PETRONAS: Festive

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

Oil and gas company, PETRONAS, strengthened its brand measures with a twist on the ubiquitous festive advertising campaign in Malaysia.

Castrol: Wellness hitchhikers

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Castrol, an oil company, used brand ambassadors in Saudi Arabia to sell its engine lubricant and protect truck drivers from accidents.

Castrol: Care for caretakers

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Automotive oil company, Castrol thanked healthcare professionals for their COVID-19 efforts with its Care for Caretakers campaign in the UAE.

PETRONAS: Land of lightbulbs

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

PETRONAS, a Malaysian energy company, wanted to increase its brand awareness and business in India.

Castrol: Your best business partner

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Castrol, an industrial and automotive lubricant brand, launched its 'Your Best Business Partner' campaign to increase sales in independent workshops in China.

Petrol Ofisi Sosyal Lig

Case Study • MMA Smarties, Bronze, Turkey, 2020

Petrol Ofisi, a fuel products and lubricants brand, launched the Petrol Ofisi Social League in Turkey, in which it integrated loyalty cards into fantasy football games.

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.

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.

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.

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.

Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
What’s working in automotive

Article • WARC Category Intelligence, March 2021

Global strategies, campaign updates and trends in the automotive category.
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.
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 luxury autos

Article • WARC Category Intelligence, April 2018

Global strategies, campaign updates and trends in the luxury auto category.
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.