Driving Audience Engagement With Shell

October 26, 2018November 5th, 2018 No Comments Written By: CEblog

Introduction

Shell has just launched some really impressive ads, which also includes some very nice video ads as well! They’re always engaging and tell an interesting story, but we’ve take a look at some of their Facebook image ads and we think that they can be improved upon.

Let’s take a look at their ads and see how we can make them better. Once we’ve done that, we can discuss what kind of audiences we should target with these ads.

 

Shell ad 1

What’s nice:

  • The ad copy does make you consider the dangers of buying oil from non-authorised channels.

 

What could be bad:

  • It doesn’t properly inform us why we should be buying oil from authorised channels.
  • It doesn’t do a good job of educating uninformed audiences on why they should buy Shell Helix oil.
  • Shell is a big company with very high brand recognition, but now everyone will know the extent of how fake oil can damage their engines.
  • The ad doesn’t explain why I should choose their oil, or what happens when I use oil from non-authorised channels.
  • The image doesn’t really express the ‘DANGEROUS’ part of using non-authentic oil. As a result, it doesn’t give me a sense of urgency regarding the importance of using authentic oil.
  • Although the words in the visual fit Facebook’s 20% rule, it can still be hard to read.
  • The visuals could place more emphasis on how using non-authentic engine oil can be really dangerous.

 

How to improve:

  • This isn’t a bad ad, but there’s plenty of room for improvement in terms of the ad being more informative and entertaining.
  • The image with 3 petrol bottles doesn’t do much to inform the audience.
  • Something like showing the insides of a car damaged by fake oil could further enhance Shell’s intended message towards the audience.

 

Our take:

Here’s our take on the ad. Notice the main difference between our version and the original.

With our ad, there is a clear visual message which communicates the dangers of non-authorised engine oil in a faster and more effective way. The sight of a car breakdown is something that will induce an emotional reaction in the viewer, as it’s a situation that no one wants to have to go through. Thus, the visual has a strong impact that alerts viewers to the fact that their vehicle’s engine will suffer from damage if they use non-authorised engine oil.

 

Shell ad 2

What’s nice:

  • It has a clean overall design with minimal design elements used.
  • The 1st carousel card has a big bold FREE in it, which is a good way of getting people interested.

 

What could be bad:

  • With the blue background, it might not stand out much in the already crowded Facebook news feed.
  • Inserting the oil bottles in the carousel cards is a nice touch, but we think it lacks the impact that Shell would want from their ad.
  • Images of excited people holding the vouchers would be a better way to draw attention from any potential audiences.

 

How to improve:

  • We suggest using Shell’s yellow colour as the background, while blue can be used to replace the yellow teardrop vector.
  • With the overall image of the carousel cards being yellow, the ad will have a much better chance of standing out in a crowded Facebook feed.
  • Next, we could make things a little more interesting by adding images of a person with a big smile and their hands in the air because they got to save a little money.

 

Our take:

Here’s our take on this ad. Notice the difference between this and the original? This one has more of a fun element to it as it’s more interesting to look through and examine. The pictures of people displaying joy will induce an emotional reaction in viewers, who will make that association with this particular ad campaign.

It’s brighter and more fun due to the multiple colours of the confetti, while still maintaining a clear sense of Shell’s branding.

 

Making Shell Relevant To Younger Audience In Malaysia

So far, we have to give immense credit to Shell for doing an amazing job of staying relevant to the younger generation in Malaysia.

They’ve held events/campaigns aimed at the younger audience around the world, such as the Generation Festival in Netherlands, which aims to promote science & technology to the youth in Netherlands, so that they can consider venturing into these fields as their future careers.

There’s also the Shell LiveWIRE program, where Shell helps East Malaysian entrepreneurs to realise their dreams through workshops and coaching from Shell Malaysia’s LiveWIRE team.

And finally, perhaps most notably, the younger generation in Malaysia also recognises Shell through the MotoGP.

Shell has been the title sponsor of the Malaysian MotoGP in eight of the past nine seasons since 2009

By now, every Malaysian that goes to the MotoGP event recognises Shell,  from young kids to older racing fans.

 

Brand Exposure & Awareness Through E-Sports

So how can Shell secure its future customer base? Esports is a growing trend in Malaysia, and it’s only going to get bigger.

By being a major sponsor in a high profile esports event, Shell’s brand awareness among younger audiences could increase tenfold.

 

Comparison between MotoGP and E-Sports

Let’s compare a MotoGP Facebook video and an esports Facebook video sponsored by RedBull to analyse the engagement rate of these videos.

Video Link: https://www.facebook.com/sepanginternationalcircuit/videos/shell-malaysia-motorcycle-grand-prix-2017/10155886791744636/

 

  • This MotoGP video on FB has 1.8 million views with 14k likes and 595 comments.

 

Video Link:

https://www.facebook.com/redbullesports/videos/1376270599160902/

 

  • This RedBull video on FB has 2.1 million views with 21k likes and 1,483 comments

 

The views on both of these videos easily surpass 1 million, and have engagement numbers far exceeding 10k each.

The fact that both of these videos have over a million views along with a high engagement rate make them excellent for promoting brand awareness and reach.

This is a great example of how engaged the esports community is, and makes it very easy to imagine the potential that the industry has for any brands that want to cement their presence in the awareness of gamers. This can be done as long as the brand decides to position itself as an active enabler and supporter of esports.

 

Conclusion

While Shell does have a strong brand identity and recognition, we feel that they could further strengthen their brand recognition in Malaysia through better considered ad campaigns. The main key for improving their ad campaigns at present time would be making full use of the potential for their ads to induce emotional reactions in their chosen audience. This will make the ads more memorable and more likely to get audiences to answer the call to action.

Furthermore, Shell could also strengthen their brand recognition among Malaysian youth by attempting to establish themselves in the esports industry.

According to an article published by PRNewswire.com, the global esports market is expected to be worth 2174.8 million US dollars by 2023.

Therefore, it’s no surprise that many popular brands/companies are willing to put the money and effort into getting their brands out there in the E-Sports world.

Some of the current major sponsors include Coca Cola, Intel, Red Bull, Mountain Dew, T-Mobile, Mobil 1, Audi and many many more.

We think that Shell is a prime candidate for sponsoring teams in the esports world and engaging  with the younger generation who are the future of the world.

By putting Shell’s name out there in the world of esports, we think Shell can reach out to the younger generation in order to build some serious brand equity, especially since the main demographic of esports are youngsters who are around the age to have just started driving, or will start driving in the near future.

 

 

Sources:

https://www.generationdiscover.nl/wat-is-generation-discover/generation-discover-en.html

http://www.motogp.com/en/news/2016/10/27/shell-renews-title-sponsorship-of-malaysian-motogp-to-2020/214341

https://www.sepangcircuit.com/events/motogp/news/shell-confirmed-as-title-sponsor-of-malaysia-motor

https://www.shell.com.my/sustainability/communities/livewire.html

Motogp fb video: https://www.facebook.com/sepanginternationalcircuit/videos/shell-malaysia-motorcycle-grand-prix-2017/10155886791744636/

RedBull fb video: https://www.facebook.com/redbullesports/videos/1376270599160902/

E-sports major sponsors: https://www.businessinsider.com/top-esports-sponsors-gaming-sponsorships-2018-1/?IR=T

E-sports market worth: https://www.prnewswire.com/news-releases/esports-market-worth-21748-million-usd-by-2023-685929641.html

Major sponsors: https://www.businessinsider.com/top-esports-sponsors-gaming-sponsorships-2018-1/?IR=T

https://adage.com/article/news/e-sports/308447/