SHELL
CHINA

THE CHINA SOCCER LEAGUE SPONSORSHIP CAMPAIGN

Shell Helix HX7 lubricant adapts to every drive with adaptive protection
  1. BRIEF

    Carrying on the success of CSL sponsorship and continue to drive Shell brand awareness and preference.

    Well delivering HX7's new product claim on "Adaptive Protection".

  2. SOLUTION

    Creating a digital campaign and video of the creative metaphor that links top Chinese soccer players with your everyday drive challenge. Soccer game requires players' 'adaptability' to the changing situation on the battlefield, while your car engine needs the same 'adaptability' to the changing situation on the road.

    Leverage an online engagement which encouraged fans to participate through an invitation from one of China's celebrity football player, Gao Lin. Fans could vote for their favorite player and stand a chance to win CSL premiums or sample packs of Helix.

  3. RESULTS

    CSL digital engagement HTML5 achieved 408 million impressions and achieved 1303 participations.

    Digital online video generated 352 million impressions and 9.5 million video views. The campaign increased Helix 7 brand awareness by 22% from 2015, sales increased by 37%.

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