Big Wins at the Marketing Excellence Awards 2026 Philippines: How Shell Lubricants Connected with Everyday Drivers & Riders

The Marketing Excellence Awards 2026 Philippines recently celebrated the best and brightest campaigns in the country, showcasing how brands bring great ideas to life. Among the proud highlights of the event was Shell Pilipinas Corporation, taking home the Bronze Award under the category Excellence in Event Marketing!

Award Quick Recap

• Event: Marketing Excellence Awards 2026 Philippines

• Category: Excellence in Event Marketing

• Award: Bronze

• Company: Shell Pilipinas Corporation

• Brand: Shell Lubricants

• Campaign Title: Becoming the #1 Premium Growth Market through Grassroots and Industry Event Activations

• Partner Agency: Bike Night Asia

Source: https://awards.marketing-interactive.com/marketing-excellence-ph/2026-winners/

Photo by: Ms. Jannah Surposa (Brand Manager, Shell Advance)

Bringing the Brand to the People

In a world full of online ads and social media posts, nothing beats meeting people in person! Shell Lubricants proved this by taking a hands-on approach to win the hearts of motorcycle riders, car owners, and everyday motorists across the Philippines.

Their award-winning campaign focused on grassroots and industry event activations. This simply means that instead of staying inside big venues or billboards, Shell went out into local communities, motorcycle meets, and industry gatherings to connect directly with the people who use their products daily.

A Strong Partnership with Bike Night Asia

To make these events fun, welcoming, and memorable, Shell Lubricants teamed up with Bike Night Asia. Together, they organized interactive activities, real-life product demonstrations, and engaging community setups where enthusiasts could hang out, learn about proper engine protection, and experience Shell Lubricants firsthand.

As part of these activations, Shell Lubricants launched an impactful series of grassroots activations across the country:

• Shell Advance Masters Season 2: A dedicated mechanic league providing specialized training, technical learning, and support for motorcycle mechanics.

  
  

• Shell Advance Ride Ng Buhay Mo: Interactive community gatherings (tambike) that brought motorcycle riders and enthusiasts together to connect and share their passion.

  
  

• Shell Helix Auto Mekaniko Champions: A specialized mechanic league tailored to upskill, empower, and support 4-wheel automotive mechanics.

  
  

• Shell Rimula Bida Ang Biyahe Ko: Educational seminars designed to support truck drivers on road safety, proper vehicle maintenance, and heavy-duty engine protection.

  
  

• Shell Rimula Caravan: Targeted terminal activations created specifically to engage, support, and connect directly with hardworking bus drivers and conductors.

  
  

By focusing on community spirit and real face-to-face interactions, the campaign helped drivers and riders build real trust in the brand.

Real Connections, Real Success

The campaign wasn't just fun—it worked! By connecting directly with the motorcycle community, the 4-wheels community and the mechanics, Shell Lubricants expanded its reach and helped position the Philippines as a top market for premium engine lubricants. 

A big congratulations to Shell Pilipinas Corporation, Shell Lubricants, and Bike Night Asia for this well-deserved Bronze win at the Marketing Excellence Awards 2026 Philippines!

Photo by: Ms. Jannah Surposa (Brand Manager, Shell Advance)