Shell in the Philippines marked its centenary milestone in 2014, celebrating one hundred years of providing energy to more than 100 million Filipinos and impacting the lives of more than 10 million through a number of social investment and social performance projects and programmes.

Over the years, based on the proprietary brand tracker survey, Shell has grown to become the preferred brand by close to half of Filipino consumers. It has been enjoying more than 40% brand preference despite limited number of retail infrastructure to serve its millions of patrons.

However, the same survey shows that despite its brand preference lead, only a few are aware of its social investment projects that contribute to nation-building and community development. Hence, Shell Philippines used the centenary celebration as a venue to jumpstart massive awareness on how Shell contributes in helping the Philippines become a nation of smart kids, a nation of scholars, a nation with educated youth, and a nation enjoying malaria-free communities.

Thus, to mark Shell’s centenary, educate, and further communicate Shell’s legacy and nation-building programmes in the Philippines, Shell launched “Isang Daan Tungo sa Kinabukasan” (one road towards the future) - a multi-platform, strategic communications campaign for internal and external audiences.

This resulted in improved brand preference and perception in category leadership and suitability to motorist, and brand loyalty to Shell. Overall, it was effective in educating the general public on Shell’s numerous social investment projects, increasing overall perception and brand preference to 51%, and intensified strong positive image of Shell.

Shell employed a PR360 approach to reach and educate critical stakeholders via the following from March-December 2014:

- Internal communications & nationwide launches

- External communications–conferences, fora, publicity

- Multi-channel publicity – print, activation, website, social media amplification; radio talk backs; lorry wraps; vintage display

- Media partnership - People Asia magazine, broadsheets; False covers with Augmented Reality

- Tie-ups with media organisations such as History Channel and GMA 7

- Shell Centennial Theme Song

- Centennial Stamps (available until Dec 14, 2015 at all Philippine post offices)

- Shell Centennial Commemorative Php100 bills, issued as legal tender in 2014 and valid until 2016

- Vintage display & Exhibit in malls and retail stations nationwide;

- Out-of-Home display

- Special Events, Community and Business Appreciation Night;

- Shell Centennial Loyalty Card for public utility vehicles

Based on post survey results by IPSOS, Shell Centennial campaign resulted in improved brand preference and loyalty for Shell, especially in Metro Manila, Philippines. The campaign also resulted in improved perception on category leadership and suitability to motorists needs compared to 2013 results and against competition.

The Shell Centennial Campaign employed PR360, strategic execution which successfully reached 30 million individuals and generated PR value of over Php 300 million ($7.1M).

The campaign registered 64% recognition in key metros in the Philippines. This resulted in the massive awareness of the Shell target audience (ABC, 20 years and above) of its legacy and advocacy projects in the Philippines. It was effective in communicating Shell's milestones, educating the general public on Shell’s numerous social investment projects, increasing overall perception of the Shell brand and brand preference to 51%, and intensified strong positive image of Shell in the Philippines.