CLIENT
Shell Malaysia
Jeremy Lee, Marketing manager-Digital, Shell Malaysia Trading Bhd.
Leena Abdul Rashid, Senior Manager Marketing, Shell Malaysia Trading Bhd.
AGENCY
Maha Dhurairaj, Group Director, Edelman Malaysia
Ethan Wong, Manager, Edelman Malaysia
Anusha Shanmugaveloo, Senior Executive, Edelman Malaysia
Joanne Chong, Executive, Edelman Malaysia
SUMMARY
Shell Emotion Tracking presents a compelling case of how a brand drowned by aggressive competitors (with less than 1% SOV) leveraged its Strategic PR approach to create ‘Earned Attention’ for the launch of its new range of premium fuels. Shifting focus from engine performance, to emotions that affects driver’s performance on the roads every day. Shell Malaysia in a world’s first partnered with a leader in wearable technology to undertake a live emotion tracking research study following over 300 drivers across 2,539 journeys spanning 15 days to collate 150,000
