Quest for More: The Sequel

Agency

APD Digital Services Sdn Bhd

Client

Shell Malaysia

Product/Service

Fuel

Brief

Malaysia’s fuel market remains fiercely competitive, with rivals continuing to expand aggressively.
In 2023, Shell introduced its boldest value proposition yet—the New and Improved Shell FuelSave 95, offering up to 15km more per tank. While it won back some customers, the results weren’t enough. A more emotional strategy was needed.

That came in 2024 with the breakthrough Kembara Lebih Jauh campaign, starring Remy Ishak as Roger Hensem—a relatable Malaysian hero on a quest for more. The campaign delivered strong brand and market share gains.

But in 2025, Shell faced a new challenge: How do you extend the same emotional platform to a more complex fuel category like Diesel, across both B2C and B2B segments, while integrating it with Shell’s broader portfolio, for the first time ever?

Solution

Following the success of the 2024 campaign, Shell expanded the “Kembara Lebih Jauh” universe in H1 2025 to include new product lines and cultural moments, proving that Roger Hensem’s adventures were far from over.

Extended Campaign Scope: Developed three new campaign films and full-funnel key visuals for Shell FuelSave Diesel, Shell Fleet Card, and Shell FuelSave 95, each maintaining the same emotional tone and cinematic storytelling.

Tactical Festive Activation: Launched a major tactical “Fuel & Win” campaign for Hari Raya 2025, when millions of Malaysians travel to visit family and category competition peaks. The festive edition kept Shell top-of-mind during the most emotionally charged period of the year.

Unified Storytelling Across New Touch-points: Each new narrative built on Roger’s journey, showing how Shell fuels everyday heroes not just in family cars, but in trucks, fleet vehicles, and long-distance hauls, reinforcing Shell as a trusted companion for ever