Shell changed its business to sell insurance. “The 7 dangerous days” insurance offered drivers THB 100.000 coverage with the purchase of just a container of Shell Helix.

A month before Songkran, we remodeled our business, turning 500 lube bays across the country into insurance sales offices, over 1.000 mechanics into trained insurance brokers and Shell Helix ads into insurance ads.

The campaign created much-needed conversation around road safety and protection with over 10 million THB in free media. 12,000 Drivers registered and Helix sales went up 33% compared to the same period the previous year. More importantly, at the end of the 7 dangerous days, not a single driver claimed the insurance.