Energy · Effectiveness
What Shell's sustainable race fuels campaign actually moved
Shell · Havas Media Singapore · 2024
- Design
- Control vs exposed
- Sample
- n=723 motorists, 18–55
- Exposure
- Ad pixel + opportunity to see
- Channels
- TV · social · digital
The challenge
Shell already had very high awareness in Singapore. The question was whether a sustainability-led campaign could build trust and consideration, and which media did the work.
The approach
- Brand KPI lifts between exposed and control groups, with significance testing
- Driver analysis to find what builds trust in the fuel category
- Normalised competitive positioning against the main fuel brands
- Lifts by channel, by combination of channels, by social platform and by audience
My role
Sole researcher, responsible end to end for research design, questionnaire, fieldwork management, analysis and the client report.
The outcome
Trust was the metric the campaign moved most, and "makes a positive contribution to society" emerged as its strongest driver. TV and social together outperformed every other channel combination. The report gave the client specific next steps: build favourability as the route to trust, lean into the TV and social synergy, test a video-on-demand package with TV, and rethink age targeting for younger and older drivers.