Eddie Highway

For truckers, Shell Rimula lubricant is synonymous with protection for truck engines, but to engage drivers even closer with the brand, we needed to go further. So Shell brought us a challenge to expand the concept of care and protection for drivers who travel the highways of Brazil.

Protecting the truck is the mission for Shell’s Rimula product – What if we could extend that promise of protection to every truck driver across an entire nation? With such a connected community of drivers we had all the collective wisdom we could ever need.

Eddie Highway would become a perfect partner for truckers. In the form of a charming bobblehead doll, Eddie is placed on the dashboard panel and gathers real-time data about highway conditions and hazards, transmitting it to a virtual map that uses Google Maps technology and can be accessed both on Shell´s website and from partner mobile apps that are popular among truckers. The project was a real alert to truckers.

During the first month of the project, more than 6,000 potholes in Brazil’s highways were mapped, 10% of which were considered to be of high risk for the truck itself.

The launch videos of Eddie Highway were viewed more than 8.7 million times, producing a result 6.2 times greater than forecasted compared to past Shell campaigns.