Shell Global and J. Walter Thompson create a social media campaign "Postcards" to celebrate China's truckers' commitment to their children

Shell Rimula.jpgTo illustrate that Shell Rimula premium heavy-duty diesel engine oil reflects the hearts, minds and motivations of China's truckers, Shell Global and J. Walter Thompson created "Postcards", a social media campaign that lets long-haul trucker drivers showcase their stories and share messages with their families back home.

Based on fascinating insights from Shell Global, J. Walter Thompson's Singapore, London and Shanghai offices joined forces to create the campaign, to underscore that Shell Rimula really is 'The engine oil that works as hard as you'.

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At the heart of the campaign is a series of films, shot on location on the Sichuan-Tibet Highway, a high-elevation road between Chengdu and Tibet that's renowned as one of the most dangerous in the world. JWT cast real drivers, who were transporting freight and railway car parts for the construction of a railway in the mountains, in truck stops and coffee houses outside of Chengdu. The drivers, all Shell Rimula customers, were invited to create digital postcards for their children back home, which were shared with their families - and promoted on WeChat and other social channels.

Shell Rimula 2.jpgSHELL RIMULA 3.jpgRIMULA 2.jpgRIMULA 3.jpg"Given that China is one of our most important markets for Shell Rimula, our insights team helped find these long-distance truck drivers whose work ethic epitomizes the heavy-duty oil's brand attributes, while their care and commitment to their families reflects Shell Rimula's commitment to our customers," explained Chris Guerrero, Global Brand Manager for Shell Rimula.

"These drivers work away to support their families, and can be away for months on end. Shell Global decided to go the distance, and create memories that families could keep forever," said J. Walter Thompson Global ECD on Shell Rimula, Tay Guan Hin.

"Postcards" was written and produced by Chameleon Content, JWT's production hub in Singapore, and JWT25, the agency's rapid content team, which specializes in producing quick engaging videos for social media. The campaign strategy was developed by JWT London.

The JWT25 team utilized four cameramen equipped with traditional gear and Go Pro drones to capture the beautiful, scenic highway - and candid, authentic conversations with the drivers. 

"We hit the road with truck drivers, listened as they shared their experiences, their struggles and plans for the future. And to celebrate Father's Day, we asked the drivers to share something with their children that they hadn't told them yet," said Gerri Hamill, Director of Broadcast of JWT's Chameleon Content.

The stories that emerged were both poignant and unexpected. The truckers talked about their family and how much they missed them - but also how they loved their job, and the beauty of the open road.  The four short films celebrate the truckers' passion and commitment, while connecting them to the people they love most.

The film, which launched on WeChat and other social media in China on Father's Day, has been viewed over 30 million times. Shell Global also partnered with top trucking apps to promote the content - and invite other truckers to share their own stories. Over 6,000 truckers have created their own content, such as videos and photos, as well as messages to their families.

Credits -
Shell Go-Pro
Agency: J. Walter Thompson Singapore
Client: Shell Global
Agency Account Team: J. Walter Thompson, London and Shanghai
Production: Chameleon

1 Comments

Lost said:

what is shells role in all of this?

truck drivers have mobile phones and data plans, so its not like they need shell to send home a video and a message.

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