Gabey Goh
Aug 18, 2016

What the 'Station Stories' series is doing for Shell in Malaysia

Second 'season' of content series continues an effort to humanise and build affinity for the brand.

MALAYSIA - The happily married couple, the single father of three, the father whose daughter had heart surgery.

Almost 10 million people visit Shell stations in Malaysia every week. And recognising that every visitor has a unique story, the brand has a new web series to celebrate their journeys.

The effort forms part of the company’s three-year transformation programme, which seeks to place customers at the heart of everything it does. While the act of pumping petrol is usually seen as a routine and mindless chore, the brand felt that it was an opportunity to connect with customers.

The six videos in the original #StationStories series, produced in 2015, garnered close to 6 million views. 'Khayrul & Rosneh' (below), a short love story involving a Malay couple, released in May 2016, recorded close to 2 million views across Facebook and YouTube.

Previously: Shell Malaysia on a mission to transform customer experience on the road

The brand claims that based on its own research, viewers thought the videos made Shell more appealing. In addition, the videos resulted in a modest upward shift in purchase intent.

The 2016 #StationStories videos will be released over the next two months. The first instalment, 'Awi & Family' (above), has already garnered 1.6 million views and almost 2,000 shares across Facebook and YouTube.

Ben Mahmud, head of retail marketing, Shell Malaysia:

Typically, what makes headlines are sensational topics representing around 1 to 2 percent of stories out there. We wanted to bring to life the remaining 98 to 99 percent of stories, which often go unnoticed. This is the inspiration behind #StationStories, which has a strong focus on authenticity and real stories which celebrate the lives of everyday Malaysians who walk through our doors. We believe everyone has interesting stories to tell and our mission is to find those stories and share them to inspire others. #StationStories is one of the most unique and memorable journeys we have embarked on, and we hope it continues to resonate with people.

Campaign Asia-Pacific’s view: It’s great to see Shell take hold of an opportunity around the routine act of visiting a petrol station, positioning itself as a place where people from all walks of life can congregate and connect. On more than one occasion while refueling, this writer has found herself looking over at another person and wondering, “what’s their story?” So the series smartly plays into natural curiosity about our fellow travellers.

Kudos must also be given to an oil and gas brand trying to humanise itself and put the customer experience at the centre of its efforts. This is probably a more difficult challenge for a company in this sector than it might be for an FMCG or consumer-technology company, but based on the brand's reports, the effort seems to be working.


Local lead agency: Edelman Malaysia
Media agency: Mediacom Malaysia
Production & concept owner: Brandbase

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