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Rimula - "Shell Rimula - Hard Men Need TLC" - Maxus Global

  • Shell Rimula - Hard Men Need TLC
  • Rimula
  • Shell
  • Maxus Global
  • Malaysia
  • Hard Men Need TLC
Product CategoryTires, Accessories, Oil, Petrol, Gasoline
Date of First Broadcast/PublicationJune 14, 2013
Media TypeCase Study
Length99 Seconds


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.


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. 


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