Shell Vietnam Ltd. | APEA - Asia Pacific Enterprise Awards Asia Pacific Enterprise Awards

INSPIRATIONAL BRAND CATEGORY

Shell Vietnam Ltd.

Information about the Company & Brand
Shell is a global group of energy and petrochemical companies and has been operating in Vietnam under the legal entity Shell Vietnam Ltd since 1995. Shell Vietnam today powers Vietnamese move with a wide range of engine oils and lubricants through a strong nationwide distribution network, both direct and indirect. Shell’s product portfolio meets customers’ needs from heavy industries to general manufacturing, from mass transport and to individual mobility under well-known brands such as Shell Advance, Shell Helix, Shell Rimula, and Shell Tellus.

Shell Vietnam aspires to grow its business as a reliable energy partner in Vietnam in the light of Shell's purpose to power progress together with more and cleaner energy solutions and Shell’s Powering Progress strategy to accelerate the transition of its business to net-zero emissions, in step with society.

Shell Vietnam, like all other Shell companies, operates in accordance with Shell's core values of honesty, integrity, respect for people, and our relentless focus on safety.

Brand Elements
Shell Lubricants is the world’s No.1 lubricant supplier for 15 years in a row according to the latest Kline & Company Report and owns one of the largest lubricant supply chains in the world. Shell aims to move the world by providing the best lubricants and fluids solutions driven by a customer-first focus, impeccable quality, and decarbonization offers.

Shell has the strongest brand equity in the industry with the most recognized and preferred lubricant brands. Shell’s portfolio of lubricant brands includes Shell Advance, Shell Helix, Shell Rimula, Shell Diala, Shell Tellus, Shell Turbo, and many others.

Shell’s premium passenger car motor oil (PCMO) products are the only products with base oil made from natural gas, using GTL technology and offering an opportunity for differentiation by improving fuel efficiency and carbon reduction. Meanwhile, its high-performance 0W-products, which are carbon neutral through energy-efficient manufacturing, sustainable packaging, and nature-based carbon credits, and are fully synthetic being manufactured from 100% synthetic base stock, have been developed with OEMs and have grown in market share in the last four years.

Shell Helix Ultra with PurePlus Technology is the only motor oil that Ferrari F1, BMW Motorsport DTM, and Hyundai i20 WRC cars use. Seven of the world’s 10 largest car manufacturers choose Shell as their main lubricant supplier. Shell has built successful commercial relationships with key global original equipment manufacturers (OEMs) including BMW, Daimler, Volkswagen, Foton, Mahindra, Renault-Nissan-Mitsubishi, Wartsila, Geely, Hyundai, Komatsu, etc.

On the B2B side, Shell continues to develop lubricants that help to reduce fuel consumption and the total cost of ownership. For example, by using Tellus hydraulic oils in industrial equipment’s hydraulic systems, a 4% reduction in machinery energy consumption is achieved.
Inspiring Identity
To reposition the most recognized and preferred lubricants brands in Vietnam and with an approach resonating with local consumers that Shell as a long-lasting and prestigious brand, the brand story aims to celebrate Vietnamese people the sense of belonging – The Viet Spirit: collective strengths, resilience, capability to cope with adversity while Shell brands’ role in their journey is a companion that has been going side-by-side with Vietnam people and the nation throughout the Journey of Resilience from the past, present, and future.

With that, an integrated campaign, “Ride on Vietnam”, has been launched in mid-2022, consisting of a wide range of activities from ATL to BTL such as digital, social media, conventional PR, influencers, billboard, activation, and consumer promotion, but in a very uniquely customized and personalized approach. This initiative also complements the achievement of Shell being the #1 and most trusted lubricant in the world for the last 15 years.

Shell continues to build “Ride on Vietnam” as a thematic brand strategy. Shell differentiates the brand with an emotional touch that links the essence of Vietnam – Resilience and Shell product key benefits – Complete Protection which is applicable throughout its product ranges.

Achievements & Impact
The “Ride on Vietnam” campaign has reached more than 16 million users with over 150 million impressions. Active and diverse media channels such as KOLs, personalized ads, billboards, etc. make the brand livelier and more accessible to consumers. According to the latest Brand Health Research by Kantar, the brand uplifts in the most important brand attributes. Brand associations around love, trend-setting, supporting the community, and treating people equally are also improved.

The campaign has been well received by not only consumers but also business partners and stakeholders. They realized the brand’s transformation and happily joined the journey to grow the business further.

Besides brand activities, Shell keeps offering innovative products and solutions to the market. Shell launched Shell Advance Techbike targeting at techbike/ e-hailing driver community and providing its bikes with better wear resistance and fuel saving.

Future Direction
Shell’s vision is to become the No.1 Lubricants Brand in Vietnam. Shell Vietnam focuses on brand power, fundamentals of trade, and new sources of growth. Developing a digital stronghold, winning young audiences and innovative products are key to delivering business goals.

INSPIRATIONAL BRAND CATEGORY

Shell Vietnam Ltd.

Information about the Company & Brand
Shell is a global group of energy and petrochemical companies and has been operating in Vietnam under the legal entity Shell Vietnam Ltd since 1995. Shell Vietnam today powers Vietnamese move with a wide range of engine oils and lubricants through a strong nationwide distribution network, both direct and indirect. Shell’s product portfolio meets customers’ needs from heavy industries to general manufacturing, from mass transport and to individual mobility under well-known brands such as Shell Advance, Shell Helix, Shell Rimula, and Shell Tellus.

Shell Vietnam aspires to grow its business as a reliable energy partner in Vietnam in the light of Shell's purpose to power progress together with more and cleaner energy solutions and Shell’s Powering Progress strategy to accelerate the transition of its business to net-zero emissions, in step with society.

Shell Vietnam, like all other Shell companies, operates in accordance with Shell's core values of honesty, integrity, respect for people, and our relentless focus on safety.

Brand Elements
Shell Lubricants is the world’s No.1 lubricant supplier for 15 years in a row according to the latest Kline & Company Report and owns one of the largest lubricant supply chains in the world. Shell aims to move the world by providing the best lubricants and fluids solutions driven by a customer-first focus, impeccable quality, and decarbonization offers.

Shell has the strongest brand equity in the industry with the most recognized and preferred lubricant brands. Shell’s portfolio of lubricant brands includes Shell Advance, Shell Helix, Shell Rimula, Shell Diala, Shell Tellus, Shell Turbo, and many others.

Shell’s premium passenger car motor oil (PCMO) products are the only products with base oil made from natural gas, using GTL technology and offering an opportunity for differentiation by improving fuel efficiency and carbon reduction. Meanwhile, its high-performance 0W-products, which are carbon neutral through energy-efficient manufacturing, sustainable packaging, and nature-based carbon credits, and are fully synthetic being manufactured from 100% synthetic base stock, have been developed with OEMs and have grown in market share in the last four years.

Shell Helix Ultra with PurePlus Technology is the only motor oil that Ferrari F1, BMW Motorsport DTM, and Hyundai i20 WRC cars use. Seven of the world’s 10 largest car manufacturers choose Shell as their main lubricant supplier. Shell has built successful commercial relationships with key global original equipment manufacturers (OEMs) including BMW, Daimler, Volkswagen, Foton, Mahindra, Renault-Nissan-Mitsubishi, Wartsila, Geely, Hyundai, Komatsu, etc.

On the B2B side, Shell continues to develop lubricants that help to reduce fuel consumption and the total cost of ownership. For example, by using Tellus hydraulic oils in industrial equipment’s hydraulic systems, a 4% reduction in machinery energy consumption is achieved.
Inspiring Identity
To reposition the most recognized and preferred lubricants brands in Vietnam and with an approach resonating with local consumers that Shell as a long-lasting and prestigious brand, the brand story aims to celebrate Vietnamese people the sense of belonging – The Viet Spirit: collective strengths, resilience, capability to cope with adversity while Shell brands’ role in their journey is a companion that has been going side-by-side with Vietnam people and the nation throughout the Journey of Resilience from the past, present, and future.

With that, an integrated campaign, “Ride on Vietnam”, has been launched in mid-2022, consisting of a wide range of activities from ATL to BTL such as digital, social media, conventional PR, influencers, billboard, activation, and consumer promotion, but in a very uniquely customized and personalized approach. This initiative also complements the achievement of Shell being the #1 and most trusted lubricant in the world for the last 15 years.

Shell continues to build “Ride on Vietnam” as a thematic brand strategy. Shell differentiates the brand with an emotional touch that links the essence of Vietnam – Resilience and Shell product key benefits – Complete Protection which is applicable throughout its product ranges.

Achievements & Impact
The “Ride on Vietnam” campaign has reached more than 16 million users with over 150 million impressions. Active and diverse media channels such as KOLs, personalized ads, billboards, etc. make the brand livelier and more accessible to consumers. According to the latest Brand Health Research by Kantar, the brand uplifts in the most important brand attributes. Brand associations around love, trend-setting, supporting the community, and treating people equally are also improved.

The campaign has been well received by not only consumers but also business partners and stakeholders. They realized the brand’s transformation and happily joined the journey to grow the business further.

Besides brand activities, Shell keeps offering innovative products and solutions to the market. Shell launched Shell Advance Techbike targeting at techbike/ e-hailing driver community and providing its bikes with better wear resistance and fuel saving.

Future Direction
Shell’s vision is to become the No.1 Lubricants Brand in Vietnam. Shell Vietnam focuses on brand power, fundamentals of trade, and new sources of growth. Developing a digital stronghold, winning young audiences and innovative products are key to delivering business goals.