The Brief: Driving Awareness & Store Visits
Shell set out to drive awareness and increase visits to participating Shell outlets following the launch of its Shell Advanced Motorcycle Care Experience (SAMCE) motorbike service stations. The campaign focused on reaching motorcyclists and motivating them to visit nearby SAMCE locations.
The Strategy
In partnership with Havas Thailand, Locala executed a targeted, location-driven strategy to connect Shell with riders most likely to visit its SAMCE service stations.
– Isochrone Proximity Targeting: Reached motorcyclists within realistic travel times to participating Shell outlets, ensuring relevance and convenience.
– Dynamic Catchment Areas: Adjusted targeting based on each station’s surrounding environment to maximise reach among nearby riders.
– Audience Enrichment: Enhanced precision by layering interest-based targeting and app ownership data, allowing the campaign to focus on users with a strong affinity for motorcycling.
The Results
The Impact
By combining precise geotargeting with audience intelligence, Shell succeeded in making its new SAMCE service stations visible and attractive to Bangkok’s motorcyclists. The campaign not only delivered measurable footfall but also helped establish Shell as a trusted partner for riders seeking premium care for their motorbikes.
Conclusion
The Shell SAMCE campaign in Bangkok is a clear example of how the right mix of creative strategy, powered by Havas, and location intelligence from Locala can turn awareness into measurable action. By reaching riders in the moments that mattered most, Shell not only drove traffic to its new service stations but also built a stronger connection with Bangkok’s motorcycling community. The success of this launch highlights how data-driven targeting and smart collaboration can fuel long-term growth and brand loyalty.