Tag: GrowthOps Asia

Kuala Lumpur, Malaysia – Shell Malaysia has once again partnered with GrowthOps Asia to expand the much-loved Roger Hensem universe, launching four brand-new ‘quests’ that bring fresh adventures and even more surprises to Malaysian drivers. 

Starring renowned actor Datuk Remy Ishak, the campaign continues to hero Shell FuelSave’s promise — now extended beyond Shell FuelSave 95 to include the New + Improved FuelSave Diesel.

Building on the success of last year’s Shell FuelSave “Kembara Lebih Jauh” campaign, this year’s adventure kicked off with a teaser trailer on 8 March, setting the stage for a series of light-hearted, family-friendly escapades that showcase both the emotional and practical benefits of Shell FuelSave.

Episode 1, launched on 15th March, features Roger and his family heading out on an unexpected makan trip in their trusty Suzuki Jimny — proving that every journey can take you further with Shell FuelSave 95. 

Meanwhile, Episode 2, launched on 22 March, puts a festive spin on the series as the Hensem family unexpectedly wins a Ford Ranger — one of two grand prizes, alongside many more, that Shell customers stand a chance to win during the Hari Raya season when purchasing a minimum of RM50 of Shell FuelSave 95, New + Improved Shell FuelSave Diesel, as well as Shell V-Power 97 and Shell V-Power Racing, or purchasing items worth a minimum of RM10 in Shell Select.

The series will continue on 2 April, featuring an off-road father-daughter adventure powered by the New + Improved FuelSave Diesel, highlighting the emotional benefit drivers can get with the product’s ability to deliver up to 19KM more per tank. 

The final installment will offer a surprising twist, revealing Roger’s job, while connecting directly to Shell Fleet Solutions — demonstrating that whether for family, work, or fun, Shell FuelSave helps Malaysians go further. 

Said campaign is rolling out as a fully integrated effort through the year across TV, cinema, OTT, radio, outdoor, digital, social media, in-store, and more, ensuring Malaysians engage with Roger and his family across every platform.

Seow Lee Ming, general manager at Shell Mobility & Convenience Malaysia, said, “With the return of Roger Hensem, we wanted to take the adventure even further — quite literally — by introducing new quests and more ways for Malaysians to enjoy the benefits of Shell FuelSave. It’s our way of showing that Shell is always there for Malaysians, whether they’re commuting to work, heading home for Raya, or exploring new destinations.”

Meanwhile, Adzam Bahrin, regional creative director at GrowthOps Asia, commented, “Bringing back Roger Hensem is more than just a creative choice — it’s a strategic one. Research from the IPA shows that consistent, memorable characters drive stronger long-term brand impact. By expanding the Roger Hensem universe, we’re building on a proven asset, while adding fresh layers to keep audiences engaged and entertained.”

Following the success of the original Shell FuelSave ‘Kembara Lebih Juah’ campaign last year and subsequent loyalty campaigns like “Power Up” or “Always Better with Shell App”, this new chapter reflects Shell and GrowthOps’ ongoing commitment to creating high-impact, memorable campaigns that resonate with Malaysians. 

Kuala Lumpur, Malaysia – Marketing transformation agency GrowthOps Asia and martech company Anchora have joined forces to complete three significant projects for Malaysia Aviation Group (MAG), the parent company of Malaysia Airlines and FlyFirefly. These projects have improved MAG’s marketing capabilities, enabling a more personalised and data-driven customer experience.

Under the direction of Ivan Gan, digital transformation senior manager, and Sambhav Jain, director of martech at Anchora, the collaboration focused on unifying customer data, migrating to advanced marketing platforms, and streamlining marketing automation.

The partnership implemented the Adobe Real-Time Customer Data Platform (RT-CDP) for MAG, consolidating data from sources such as loyalty programs, CRM systems, booking portals, e-commerce platforms, third-party platforms, websites and mobile apps. This integration eliminated data silos across applications within the organisation, providing a comprehensive view of each customer.

Moreover, the partnership also led one of the first migrations to Adobe Campaign Managed Cloud (ACMC) v8 for MAG. Despite the complexity of the transition, close collaboration with Adobe and MAG ensured a smooth migration.

The third project completed by the partnership was the successful migration of Firefly from Insider to Adobe Campaign Managed Cloud, ensuring continuity in marketing campaigns. This migration streamlined MAG’s marketing technology stack and enabled Firefly to utilise ACC’s advanced capabilities.

“Our goal was to ensure MAG could deliver targeted campaigns based on comprehensive customer insights. By unifying their data, we enabled MAG to execute personalised campaigns seamlessly across channels, which is already paying dividends in terms of efficiency and accuracy for their marketing team,” Jain said.

Clarence Lee, group chief digital officer at MAG, commented, “The collaboration has significantly advanced our digital capabilities, enabling us to better understand and engage with our customers, thereby driving long-term business success. The successful delivery of these projects underscores our commitment to innovation and strategic digital transformation.”

Simon Dale, vice president for Asia at Adobe said, “Today, travellers across the world demand seamless and tailored experiences across multiple touchpoints, whether digital or over the counter. At Adobe, we’re proud to enable Malaysia Aviation Group in their mission of delivering hyper-personalized and real-time travel experiences through Adobe Experience Cloud and Real-Time Customer Data Platform. It is exciting to see this collaboration lead the way for the industry on digital transformation and standout traveller experiences.”

Luke Evans, founder of Anchora, concludes, “Partnering with Malaysia Aviation Group on these three projects has been a pivotal experience for Anchora. These initiatives highlight our commitment to leveraging advanced martech solutions to drive customer engagement and business growth. Working closely with MAG and GrowthOps Asia has underscored the importance of collaboration in navigating complex technological transitions and achieving impactful results.”

These projects illustrate Anchora’s commitment to leveraging martech solutions to enhance business potential. Through this partnership, MAG is now positioned to offer a more unified and enriched customer experience, fostering greater customer engagement and loyalty.

Tng Boon Keong, regional head of consulting for GrowthOps Asia, stated, “By leveraging the strengths of GrowthOps Asia and Anchora, we have significantly enhanced our martech infrastructure offering. This collaboration has empowered us to execute complex marketing initiatives with greater precision and effectiveness, ultimately driving better results for Malaysia Aviation Group and enriching our customer experience.”