Truck drivers are always on the move and reaching them is not an easy task. Across KSA there are designated truck resting areas located at the outskirts of the cities which are used by truck drivers to rest and recover.
Our challenge was to reach those truck drivers and engage with them in order to reemphasize the leadership position of Rotella and highlight the product feature of the newly launched Rimula as trusted diesel engine oils.
The team started by creating a unique concept which was built around linking engine condition with hot / cold temperatures. The idea was to do something that would appeal to the senses of the truck drivers while transcending the challenge of language.
Once the concept was ready, we identified a few trucks stops outside Jeddah and Riyadh, creating an activation which was centered around establishing direct contact with 5,000 heavy truck drivers.
After registering, truck drivers would enter a branded bus to view a short video which shows how Shell Rotella oil helps to make the engine perform better - cold wind would be blown into the bus and lights turn to blue at the moment the oil is introduced into the engine.