Malaysia’s new car market has been hit by rising taxes and a weak currency. The result is that many motorists are driving older cars for longer.
This makes regular oil changes even more critical for a smooth journey.
Objective: encourage drivers to make regular oil changes using Shell Helix
AN OIL CHANGE SHOULD BE PART OF JOURNEY PREPARATION
Hard times force us to make changes. Malaysia’s economic challenges – new taxes, tougher rules on hire purchase loans, and a weak currency – have persuaded many families to postpone buying a new car.
As a result, the average age of the cars on the road has increased. Older cars need more maintenance and regular oil changes are essential to help cars run smoothly in Malaysia’s tough driving conditions.
But it’s no surprise to find that car oil changes are being missed – after all, car oil is a low involvement category, so inertia and apathy are typical. Even Shell Helix, the number 1 preferred car oil brand in Malaysia, was suffering, with usage in decline.
Our challenge was to bring usage in line with preference. Traditionally, that would mean incentivising trial and purchase. But levels of apathy were so high that even a great offer was unlikely to change behaviour at the required scale.
Our insight was that more people would change their oil more often if they thought the need was urgent.
When we looked at the road safety statistics we realised that driving was becoming more dangerous. Fatal accidents had been on the rise since 2014, with 18 people losing their lives every day.
We knew that you’re less likely to have an accident or breakdown if your engine is running smoothly. It was time to give the car oil category a change of gear by focusing on safety.
SMARTPHONES GAVE US A NEW CHANNEL TO PROMOTE SHELL HELIX
Road deaths were on the rise in Malaysia and peaked during key festive seasons such as Hari Raya, which celebrates the end of the holy month of Ramadan, and Chinese New Year when Malaysians travel to visit loved ones.
We targeted Hari Raya, with a strategy designed to help keep Malaysian motorists safe on their trips to see family and friends.
Our message would be that alongside buying the presents and food for the journey, smart motorists would also make an oil change a key part of the preparations for their Hari Raya road trips.
We knew that the best time to talk to motorists about their oil was while they were in their car, so we examined their media consumption. Five years ago, radio would have been an obvious solution, but in 2017, most drivers had a new in-car companion: their smartphone and Waze.
Waze, the community-driven traffic and navigation mobile app, was actively used by more than 5.4m Malaysian motorists – on their daily commute, and especially on irregular journeys, like a holiday trip to see Granny or Aunty.
Our strategy would enable us to reach our target at relevant moments, highlighting the key danger points on their journey using Waze data.
We would include a clear call to action. Waze allowed us to send coupons to encourage even the most apathetic drivers to take action.
And the platform would also enable us to be highly targeted; we could flag up call-to-action messages only when they were near a Shell Helix retailer.
The central element would be a consistent and powerful technology-driven message: sensible motorists take care of their car to keep their loved ones safe and reduce the risk of accidents.
WE HIGHLIGHTED THE DANGER ZONES FOR DRIVERS AND CREATED A TARGETED OIL OFFER
Our message was centred on the safety benefits of regular oil changes and we delivered it in two stages based on location.
First, we raised awareness about road safety. Using crowd-sourced data from Waze active users, we identified the top 50 accident-prone locations right across Peninsular Malaysia. When drivers approached these danger zones, they would receive a Shell-branded message via the Waze app reminding them to remain vigilant while in the ‘accident zone’.
Second, we set about reinforcing the link between a good driver and a cared-for car. We mapped 239 locations in the proximity of garages participating in our oil change offer. When motorists drove near the garages, they received a message enabling them to get their oil changed for a reduced price.
By simply clicking the Redeem Offer button, a voucher was saved to their phone through the Waze App.
This message ran before Hari Raya to ensure that motorists received our call to action as they prepared for their long journey to see family.
This highly targeted execution ensured that 100% of our media was delivered to motorists at the most relevant moments, minimizing wastage and maximizing effectiveness.
PR Kraft (PR)