Maxus Global London, United Kingdom Media Buying/Planning

Maxus Global Case Studies

Title "Shell Rimula - Hard Men Need TLC"
Agency Maxus Global
Campaign Hard Men Need TLC
Advertiser Shell
Brand Rimula
Date of First Broadcast/Publication 6/2013
Business Sector Tires, Accessories, Oil, Petrol, Gasoline

We spent time on the road with Truckers and discovered guys with hard exteriors, but soft centres, who craved a moment’s pampering.

So we created a Trucker Pamper Zone (but called it our ‘Hard Working Truck’) and toured it across truck stops. We let truckers know where to find us with radio announcements each morning. 


This case study for Shell Rimula oil, demonstrates an innovative method to reach a market rife with stereotypes.


Shell Rimula wanted to increase sales in Malaysia by 20% – but the category was dominated by local competition who communicated in ‘hard-man’ clichés.


3,700 truckers visited us and we delivered a massive 49% growth in sales volume. 

Media Type Case Study
Length99 seconds

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