Shell Rimula – Real Destinations

Objective:

To drive greater consideration and engagement with motor oil amongst commercial truckers, Shell Rimula / Rotella aimed to create engagement with an integral, but low involvement, part of the audience’s life.

Insight:

Despite driving vehicles that cost as much as luxury cars, truckers are seen negatively by many – with little understanding of who they are or what they do. However, behind every trucker and truck journey is a story and a reason why they drive. If we all knew the human stories behind truckers, we would think of trucking and truckers differently.

Approach: 

The wider public thinks about truckers incorrectly, similar to how truckers think about the motor oil that goes into their trucks – choosing whatever is convenient vs. what is most beneficial for something integral to their profession. We will champion the profession of trucking and show the humanity behind it, building a type of relationship with truckers to create new reasons to think about their motor oil.

Real Destinations – a global campaign aiming at telling the story of truckers and their motivations for driving, allowing us to show we understand the person behind the truck, not just its engine. 

The campaign launched in over 15 markets across TV, OOH, Digital and Social, Retail, Promotion and Pack design – with stories customised for key markets including the US, Russia, China and Egypt.

// Agency: JWT London

// Role: Senior Global Strategist