Shell and GrowthOps Invite Malaysians on a Quest for More

Shell is embarking on a thrilling quest for more with its latest nationwide campaign in Malaysia, “Kembara Lebih Jauh” (“Quest for More”).

The campaign stars Malaysian film icon Remy Ishak as Roger Hensem, a family man who epitomises the spirit of adventure in his everyday life.

In the engaging feature film, Roger’s quest leads him through various activities; driving his daughter far out to camp, picking up his wife from the middle of town for a date, and visiting his parents, who live far outstation.

“What’s your secret?” asks his curious neighbour. “Shell FuelSave 95,” Roger reveals with a wink and a nod.

The film is accompanied by a score that embodies adventure, akin to films such as Indiana Jones, while also incorporating Shell’s sonic branding.

Launched by GrowthOps Asia, Shell’s lead creative agency, the campaign includes a 54-second feature film and various versions that will be broadcast nationwide on TV, cinema, outdoor, radio, social media, and digital platforms.

“Last year, we introduced our New + Improved Shell FuelSave 95 that delivers better by far fuel economy by up to 15KM longer per tank*,” says 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.”

As the campaign progresses, consumers will dive deeper into this cinematic universe, learning more about the characters and the benefits of Shell FuelSave 95. With over 5 years of research from over 120 Shell Fuels Scientist globally, the 15KM fuel economy product benefit from Shell FuelSave 95 is not only for cars, but now also applicable for motorcycles*.

“Our inspiration came from the idea that ‘every day can be an adventure,’ or ‘sebagai pekerja, kita hari hari jadi pengembara’ says Adzam Bahrin, Regional Creative Director at GrowthOps. “We wanted to create a campaign that resonates with Malaysians and celebrates this idea.”

The campaign began on July 1 and will run until 2025. Between the 1st of July and the 30th of September, Malaysians can instantly redeem one of 4 million prizes if 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).