In May 2015, H+K Thailand supported Shell Thailand’s MOU signing and press briefing to announce Shell’s partnership with Mechai Pattana School to host the first “Fuel the Happiness Day” – a nationwide campaign that encourages drivers to fill up with any Shell fuel product, for which the company donated 1 THB per litre to the Mechai Pattana School to support their unique life-long learning model that seeks to help communities out of the cycle of poverty through education.
H+K oversaw the setup, organization and smooth running of the launch, both pre- and post-event, beginning with strategic message development, spokesperson briefing, full spectrum media relations and development of press materials.
The ceremony was attended by representatives from the Office of the Basic Education Commission, Ministry of Education, the National Reform Council, key government partners, and selected Shell retail station owners – all of whom were present to endorse the partnership and project.
On the first “Fuel the Happiness Day”, Shell raised 9 million THB for Mechai Pattana School and the overall campaign resulted in more than 230 million in combined audience reach, exceeding 7 million THB in PR value and 81 pieces of coverage published across top tier print, broadcast and online media, featuring high penetration of all key campaign messages.
Sector: Energy + Industrials