PROJECT OUTRIDERS
→SHELL
Most motor lubricants in the market bombard their audiences with product benefits and leave it at that. But we wanted to influence our audience in a more impactful way. The idea was to relate to everyday bikers of Asia while keeping with the Shell Advance brand positioning of Outride Anything.
We found real inspiring bikers who ride for a higher purpose. We went to where they were to listen to their story and lend a hand, spending our marketing dollars in a way that tangibly benefits their cause.
Starting in Vietnam and Indonesia, Project Outriders is an ongoing campaign that will eventually ride into each market in South East Asia, celebrating the shared spirit of community among bikers, powered by Shell Advance.
For Mansetus, who provides free bike services to doctors & midwifes so they are able to reach and help remote villages in Indonesia, we provide free bikes, garage overhaul and free maintenance support. But more importantly we promoted his cause and partnered him with Indonesia’s biggest movie star, gathering more volunteers and recognition across the country.
For SOS Saigon, a group of volunteer bikers who patrol the streets of Ho Chi Minh city every night, helping victims in road accidents, we elevate them to the public eyes and garner them support from the local police, along with mechanical training, toolkits and product support.
