Shell Helix Salute the Spirit of "Never Give Up"
For things most people don’t believe,
How long can you hold on?
74-year-old Mr. Xu Genbao said,
he never thought of giving up
On June 5, 2018, nine days away from the 2019 Russia World Cup, Shell Helix released its short film “For Things You Don’t Believe, Some People Never Think of Giving Up”simultaneously on the brand official Weibo and WeChat account and WeChat Moments.
The film has not only aroused the emotion of football fans, but also inspired the mass to spontaneously share the film. One week after it went live, the viewership of this trending topic on social media platform reached 7.144 million, video exposures exceeded 240 million, video views exceeded 80 million and attracted heated discussions both inside and outside the field. The impact of this brand communication campaign has almost reached the highest level.
A new way to conduct the brand campaign
The World Cup is not just a battle on the green ground. For brands, this highly anticipated football event is regarded as a key opportunity to compete for brand exposure. Not surprisingly, it has naturally become an anxiety time that advertisers have once every four years.
As the official sponsor of Chinese Super League, how can Shell stand out in the World Cup marketing competition? CIVILIAZAION team also have faced huge challenges.
In the end, we boldly chose another way to communicate, which is to focus on China’s football sport. In fact, to a certain extent, this is also a decision following our hearts. When the whole world is talking about the World Cup, we sincerely hope that there will be a voice to talk about the future of China’s football sport.
Chinese football “Godfather” Mr. Xu Genbao is undoubtedly one of the best representatives of today’s national football spirit. Ten years ago, he was regarded as a crazy man. He has led two teams to win the League One Champion, and has put forward a forward-looking tactics. Later, the choice of this "Chinese football legend" shocked everyone. He spent all his savings to build a huge football base on an island.
One person, one island, forges one perfect sword in ten years. Xu Genbao's pure love for football is a precious and scarce characteristic of the times; his consistent persistence and belief perfectly fits with the brand spirit; the inspiration he gives football fans is also the best soil for spreading the brand spirit. This will be the first goal in this marketing battle.
Dramatize the conflict to stimulate resonance
The second goal that tries to hit the pain point of football fans is the creative angle of the short film.
"Unrealistic dreams are not worth holding on"
"What most people don't believe will definitely not succeed"
"The road is so far, no matter how hard you try, you can't see the future"
In the first half of the short film, an audiovisual mismatch was used to make a contrast between people’s well-meaning advice and cynicism with the hard-working young players. This is also the national football in the eyes of most people.
The skepticism from the outside world further sets off the persistence of Mr.Xu Genbao and those young players. Then used "For Things You Don’t Believe, Some People Never Think of Giving Up" as a turning point, which naturally brings out Shell Helix's brand message, and finally leads to Shell PurePlus Natural Gas Oil technology demonstrating the technical advantages of the product, while deeply expresses the brand spirit at the same time.
Aim for perfect timing and cover mass audience
Compared with the first two goals, the third goal is leveraging media and social platforms to achieve the final win. Based on video materials, the communication path starts from original ads and leads to social media, and covers groups from players, football fans to mass audience.
We’ve made the most of social media in multiple dimensions, aimed for the best timing before the World Cup, and communicated with consumers through multiple channels, including WeChat Moments ads, video media, Weibo topics, etc. We’ve created attractive content to influence professional players and football fans, and then further covered the mass public. With this integrated plan, we’ve covered communication channels both for professional brands and for mass brands.
Mr.Xu Genbao was invited to Sochi, campaign reached a perfect ending
This fourth goal is the most meaningful one. Shell Helix invited Director Xu to go to Russia with five young players, allowing them to experience the top international competitions up close, which also marked Mr. Xu’s first World Cup trip.
This journey, which has gone beyond a normal brand activity, has been reported by various media. CIVILIZATION team has also learnt a lot from Mr. Xu’s professional attitude and extreme enthusiasm towards football.
Ask yourself, can you give it your all like what Mr. Xu did for his dream?
May we stay true to the original aspiration, forge ahead, and strive to tell good stories that hit people’s hearts.