Bring home the circuit

In Hong Kong, private driving is considered “unwise”. Even worse, COVID lockdown directly hampered the already lowering demand! To capture the most of existing demand, we leveraged on digital to deepen our consumer engagement. Yet, unlike other categories that could convert consumers through E-Comm platforms, we have no easy option but to drive consumers to our gas stations. We need to reaffirm the love for our brand so consumers will come to us when they are in need.

“Bring Home the Circuit” is our effort to bring the excitement of motorsports to home of HK drivers. Through creating stories around 7 concept remote cars, we engaged the two main segments – car enthusiasts and family drivers through their passion points. By amplifying the hype of motorsports, we gave drivers more reason to visit and created one of the most successful promotional campaigns in Shell’s 107 years heritage in HK.