Award: CAMPAIGN AWARDS \ C23. Experiential PR

Shell Emotion Tracking presents a compelling case of how a fuel company went beyond category conventions to understand and help manage emotions that turn all of us into aggressive drivers on the road. This first of its kind real time emotion tracking study followed hundreds of Malaysian drivers using wearable devices on over 2,569 journeys to create distinct driving profiles using analytics from 150,000 data points. Rich analytics from this study powered Shell launch its new fuel formulation along with customized at station offerings that generated earned attention and exceeding delivery on ROI.

In addition, the study helped establish Malaysian women as rather efficient drivers. Live Analytics from the study helped create driver personalities and offerings to make every day journeys go well.