Shell and Edelman Shine at the Asia-Pacific Communications Awards 2017

The recently crowned ‘Brand of the Year’ winner at the Putra Brand Awards 2017 also took home a trophy at the prestigious Asia-Pacific Communications Awards 2017 in Hong Kong.

Shell won the coveted ‘Campaign by a Company’ category, which recognises the organisation’s efforts in building and engaging audience groups through a thought leadership-based approach, using communication tools most intelligently to keep their eclectic target groups well informed and mobilised with a proven forward-thinking outlook. 

The winning campaign from Shell was a social experiment that was designed to understand driving behaviour as today’s roads place stresses on car engines like never before. But what stresses do these conditions place on drivers? With Edelman's help, Shell launched a global driving experiment using wearable technology and mobile apps to create a complete picture of driving behaviour to coincide with the launch of its new fuel.

Shell emerged as the winner in a category hotly contested by leading corporations in the field of Aviation, Insurance, Wellness and Finance.

Speaking on the prestigious win Ben Mahmud, Head of Retail Marketing, Shell Malaysia Trading Sdn. Bhd, said: “Winning at the regional stage reaffirms the trust and love Malaysians have showered us with the Putra Brand Awards this year. We are always looking to innovate in our efforts to make life’s journeys better for our customers and this win is testament that we are on the right track.” 

Mazuin Zin, Managing Director of Edelman Malaysia, added: “The only way today to command attention, respect, trust and love is by Earning it. At Edelman, we are delighted to be part of Shell’s journey of earning it. Both recognitions are special as it applauds a company’s holistic and single-minded devotion to earning trust and respect beyond launching marketing campaigns. Our recent efforts with the much-loved Shell #StationStories and the Emotion Tracking Social Experiment have been initiatives in this direction.”

Maha Dhurairaj, Group Director of Edelman Malaysia, Shell Client lead, said: “It’s always a humbling experience to be recognised by industry peers. Our journey together with Shell has been an enriching experience in more ways than one.” 

The Asia-Pacific Communications Awards was hosted by the highly revered Asia-Pacific Association of Communication Directors, Quadriga and Communication Director magazine. Since its inception, it has emerged as the gold standard in ‘Corporate Trust and Reputation Building’ in the region. As it celebrates the finest in communications, PR and public affairs work in the Asia-Pacific region for outstanding achievements, innovative strategies and projects.

This year’s awards consisted of a high-profile jury with all the shortlist entrants making a live presentation to the judges. The esteemed jury consisted of Asia-Pacific Corporate Communication and Affairs heads from the likes of Microsoft, Google, UBS, MetLife, Diageo, Amaedus, BNY Mellon and Asia-Pacific Economic Corporation.