Shell Lubricants to ride on The Star’s iSnap to enhance profile


  • Business
  • Saturday, 19 May 2012

SHELL Lubricants, a division of Shell Malaysia Trading Sdn Bhd, will bank on The Stars new augmented reality feature, iSnap, as a platform to enhance the presence of its Shell Helix motor oil in the lubricant market and forge close interaction with customers.

Its marketing manager for South-East Asia-South Cluster (Malaysia, Singapore and Indonesia) Seow Lee Ming says via this innovative platform, it will be able to interact more closely with customers through its various campaigns and provide a clearer picture of the range of its products and services.

Customers can view the benefits of the campaigns as well as the products and services available by using their smart phones. It is an innovative way to reach to our customers effectively as Shell wants to be at the forefront in technology and innovation and be ahead of the game, she tells StarBizWeek in an interview.

She adds that Shell Helix is market leader in the lubricant segment with a significant market share and will continue to drive brand awareness as Malaysia is an important market for Shell.

Seow says besides getting connected with customers through iSnap, the lubricant products that Shell launches under the Helix range should meet the demand of consumers. Its two best selling products currently are synthetic-based Shell Helix Ultra and Shell Helix HX7. Among its strategies to boost market share and deepen its presence in the lubricant market is through roadshows and innovative campaigns, according to Seow.

As on whether the demand for its motor lubricant will be impacted by the global economic slowdown and the worsening European debt crisis, she adds sales of lubricants are normally tied to car sales.

At the moment there is not much impact on motor lubricants from the global economic slowdown. We will continue to improvise products to meet consumer demand, she notes.

One of its latest campaigns include - Proud Drivers Choose Shell Helix- which was launched last month and had been well received. It provides a vivid picture why drivers should use Shell Helix, she says.

Seow says the underlying message of the campaign is that drivers who use this motor oil makes their car feel like a super car as Shell Helix cleanses the engine as one drives, adding that every driver deserves to feel like they are driving the best car on the road.

Get Your Heart Racing roadshow was Shells latest campaign as part of Shell Helix Global Promotion 2012. The campaign will cover four locations, namely Johor, Penang, Selangor and Kuala Lumpur.

Under this contest, 15 lucky finalists will take part in the fun-filled Shell Helix Finale Challenge in July.

Five lucky winners will then get to embark on a trip of a lifetime, which includes a visit to Maranello, the home of Ferrari, shopping in Milan, and catching the Italian Grand Prix at Monza in September.

The contest, which ends on May 31 is open to customers who purchase a four-litre pack of Shell Helix Ultra fully synthetic motor oil or from the Shell Helix HX7 synthetic technology range.

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