Celebrating A Smarter Generation Of Spenders

Kuala Lumpur - After three grueling months, the Shell FuelSave College Competition 2013 comes to an end, as Taylor’s University was crowned the winner of the inter-university contest. Taylor’s University was one of six participating schools challenged by Shell Malaysia to plan and execute a multi-channel communications plan that drives fuel efficiency, smarter mobility and the importance of making smart spending choices.

Now in its third year, the Shell FuelSave College Competition 2013 is Shell Malaysia’s effort to reach out to tertiary students, sharing with them a first-hand experience of the corporate 9 - 5 world, as well as the processes of conceptualizing a campaign from scratch. Participating this year were teams from UCSI University, IACT College, Sunway University, Taylor’s University, Tunku Abdul Rahman University College (TAR UC) and HELP University.

For the competition, students had to come up with a range of communications to build awareness and drive their peers to make smarter spending and driving choices. In September, the six schools presented their proposals to a panel of esteemed judges comprising leaders from Shell Malaysia, its international communications agency partners and the local media.

“This year, in line with Shell’s efforts to cultivate a future of smarter drivers and smarter mobility, we invited students to conceptualize and execute a 360 communications campaign to drive fuel efficiency and smart spending choices amongst their peers,” said Azman Ismail, Managing Director of Shell Malaysia Trading Sdn Bhd and Shell Timur Sdn Bhd.

The judges were wowed by the proposals as it showed the students' maturity of thought and understanding of fuel efficiency in today's day and age. The amount of participation and interest garnered amongst their fellow students also speaks for the effort that they have put in.

Following the proposals, judges from Shell Malaysia and Shell FuelSave Ambassador, Fahrin Ahmad, visited each campus to see how the students had brought their ideas and plans to life. More than just an ambassador, Fahrin Ahmad was also heavily involved in the proceedings at each campus, where he played the role of actor, emcee and contestant.

UCSI University invited Fahrin to star in a play, while TAR UC saw Fahrin crowned as the winner in their game show “Who Wants To Be A Fuellionaire?”. Taylor’s University also engaged Fahrin’s assistance in fielding a few FuelSave questions to the crowds, while IACT College and Sunway College invited him to present during the prize-giving ceremony. At HELP University, Fahrin also gave a speech detailing the importance of practicing the Shell FuelSave Tips in order to get better mileage out of one’s vehicle.

Fahrin Ahmad said, “This year’s competition is definitely tougher from the last, which is why I am happy to volunteer and lend my support to all the schools. It’s good to see the passion, enthusiasm and spirit that these students invest in their campaign and I think that Shell Malaysia is going down the right path by instilling smart spending and saving habits into these young Malaysians while they are still impressionable.”

“We’ve definitely stepped up the competition to make it more challenging for the students this year. What’s new is the incorporation of social media, which students have leveraged to reach out to their audience. With social media, the teams were able to interact with their viewers and followers in real-time, allowing them to approach their campaign in a more dynamic way. Looking at how they have used the best of Facebook, Instagram and Twitter to capture the attention of their peers, I must say that I’m very impressed,” added Azman.

After hours of deliberation by industry experts and judges, Taylor’s University emerged the winner for their in-depth campus activations and submissions of detailed press materials. As the champion of the Shell FuelSave College Competition 2013, Taylor’s University will be going home with a RM15,000 cash prize, a championship trophy and potential internship opportunities with Shell Malaysia and its media and international communications agency partners.

In second place is Tunku Abdul Rahman University College, who walks away with over RM8,000 in cash, as well as a winner’s plaque to commemorate their participation in the Shell FuelSave College Competition 2013. IACT College, who came in third place brings home a cash prize totalling RM5,000 and a plaque.

About Shell

Shell is a world leading energy company whose Downstream (oil products) business has pioneered numerous advances in fuels and lubricants technology and offers motorists one of the widest choices of petroleum products and services. Shell is the world’s largest fuels retail business with over 46,000 retail stations in more than 90 countries and Malaysia is a key growth market. Shell is the official sponsor and technical partner of the Ferrari Formula One team and the Ducati World MotoGP team.

For media enquiries only, please contact:

SHELL MALAYSIA

Norhayati Sulaiman – Adzhar, Shell Media Relations

+603 2091 3795

N.Sulaiman@shell.com