3 towed cars bearing the sign “My fuel didn’t take me very far” were seen plying around Singapore. The curiosity of car drivers was piqued by such a sight. Radio DJs added to the build-up by calling upon drivers to spot these "out-of-fuel" cars to win prizes. To increase believability and drive trial, motorists were invited to experience the fuel economy benefits of Shell fuels at the Fuel Stretch Challenge, an Amazing-Race-on-Wheels kind of competition.

The Fuel Stretch Challenge was over-subscribed by 500%, way above the average response rate. It garnered unsolicited media coverage on primetime news on top TV channels. Shell’s purchase share beat previous records with an all time high of 43%.