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Shell


FuelSave: Fact or Fiction Study


Shell


FuelSave: Fact or Fiction Study


Insight

Shell Eco-marathon Asia (SEMA) is an annual competition challenging university students from across the continent to design, build and test energy-efficient vehicles of the future. Shell wanted to use this event as an opportunity to help motorists understand that they don't need to wait for future innovations to start saving fuel.

But in order to help them save fuel, Shell first needed to help them understand how they were wasting it. To do this, Edelman created a research study that looked at the beliefs of drivers in seven countries across Asia, and in the process uncovered some extraordinary and often misguided steps motorists are willing to take in an effort to be more fuel efficient.

Idea

SEMA was used as an opportunity to launch the research results and create a dialogue about the confusion motorists in Asia experience when it comes to determining fuel efficiency fact from fiction. At the 2015 event in Manila, celebrities from Malaysia, Thailand and the Philippines gathered for a live experiment to find out which is more fuel efficient: using the air conditioning or winding the windows down

Celebrities demonstrated why this belief is a myth

In front of an audience of consumers, SEMA competitors and international media, by donning running parachutes to show the high speed that must be reached before wind resistance impacts performance.

 

Impact

Across Asia, reached over

Number of articles published

To date, the programme has achieved 195 published articles, reaching 198 million people across Asia, as well as 153 social media posts which were viewed by 87 million people.

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