Shell Extra KM

Amidst the 2021-2022 pandemic, as Malaysia transitioned to endemicity and interstate travel resumed, a strategic campaign was launched to promote a client's web application. This app converted kilometers traveled into redeemable discount vouchers for various products. Leveraging the familiar concept of road signs, the campaign successfully drove brand engagement and sales, earning prestigious accolades at the PMAA 2022, including Gold for Best Brand Trial or Sales Generation and Bronze for Best Product Launch or Re-launch. The responsibilities encompassed the strategic oversight of art direction and content development, including identifying key offline and online assets, and supplementing the overall strategy with digital search trend analysis. This resulted in the proposal of targeted content for digital out-of-home (DOOH) and point-of-sale materials (POSMs). Collaboratively, the team also developed a robust social content strategy and produced key content to ensure sustained engagement throughout the campaign's duration.