Four content films, 120m views.
Shell China’s heartfelt Father’s Day campaign
connects truck drivers with their families.
Client:
Shell China
Category:
360 Campaign
Country:
China
Behind the campaign:
Living the life of a truck driver means living a life in isolation. With more than 300 days per year on the road truck drivers live half their lives in separation from their families. Shell China helped those truckers to share their stories, experiences
and messages in the form of video postcards for their loved ones and hit an emotional nerve within the truck driving community in China.
Episode 2: From Li Qiankang to his daughter.
Key Achievements
Over 100 million media impressions on the social media networks in China.
Over 10,000 positive comments from the truck driver community.
Over 6,000 truckers have created their own content.
A massive +1300% spike in user traffic of the regional Shell domain.
Successful collaboration between JWT Singapore, Shanghai and London and Shell Texas, London and China.
Episode 3: Yan Bin to his family.
Episode 4: From Li Liangcai to himself.
