Shell Malaysia and GrowthOps Asia have teamed up to unveil their latest nationwide campaign, “Kembara Lebih Jauh” (“Quest for More”), aiming to inspire Malaysians to explore everyday adventures. The campaign features renowned Malaysian film star Remy Ishak, portraying Roger Hensem, a family man with a zest for daily adventures.
In the captivating feature film, Roger’s journey includes driving his daughter to a remote campsite, picking up his wife from the city for a date, and visiting his parents living in a distant town. His curious neighbor asks, “What’s your secret?” Roger confidently replies, “Shell FuelSave 95,” with a knowing wink.
The film’s score, reminiscent of adventure classics like Indiana Jones, coupled with Shell’s distinctive sonic branding, enhances the adventurous spirit of the campaign. Created by GrowthOps Asia, Shell’s lead creative agency, the campaign encompasses a 54-second feature film and various versions broadcast nationwide on TV, cinema, outdoor media, radio, social media, and digital platforms.
“Last year, we introduced our New + Improved Shell FuelSave 95, which delivers better fuel economy by up to 15KM longer per tank*,” said Seow Lee Ming, GM of Shell Mobility Malaysia. “This new campaign aims to go beyond our product benefits and connect with Malaysians by showcasing how Shell FuelSave 95 is part of their daily lives.”
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As the campaign unfolds, consumers will dive deeper into this cinematic universe, learning more about the characters and the benefits of Shell FuelSave 95. Backed by over five years of research from more than 120 Shell Fuels Scientists globally, the 15KM fuel economy benefit extends to both cars and motorcycles*.
“Our inspiration came from the idea that ‘every day can be an adventure,’ or ‘sebagai pekerja, kita hari hari jadi pengembara,’” said Adzam Bahrin, Regional Creative Director at GrowthOps. “We wanted to create a campaign that resonates with Malaysians and celebrates this idea.”
Running from July 1 until 2025, the campaign also offers Malaysians a chance to instantly redeem one of 4 million prizes when they spend over RM50 at the pump with Shell FuelSave 95 or Shell V-Power 97, or over RM12 at Shell Select (excluding tobacco and car care products) between July 1 and September 30.
About Shell
We are a global group of energy and petrochemicals companies with an average of 86,000 employees in more than 70 countries. We use advanced technologies and take an innovative approach to help build a sustainable energy future.
About GrowthOps Asia
GrowthOps Asia is a marketing transformation agency known for delivering unforgettable digital experiences. Across Asia, we’ve been growing brands, businesses and bottom lines for over 15 years. We are trusted by enterprises and high-growth innovators alike for our deep domain experience, delivering on multi-year projects for regional Financial Services, Telecommunications, Transportation, eCommerce, Energy and more.
