Background
Spending regurarly up to 16 hours on the road at one go, 70% of truck drivers experience pain while driving.
Health issues among heavy-duty vehicle drivers, such as diabetes, are significant risk factors that can increase the likelihood of accidents, especially on long journeys and when driving fatigued.
Also, studies indicate that drivers consider improving their health condition an important safety measure.
Solution
The Driver’s Gym is a new and completely free wellness solution designed to fit professional drivers’ break schedules, helping them perform and endure their tough days and nights more safely, while also extending their careers.
In spring 2024, we transformed the truckers’ resting areas at Shell stations in Finland into comprehensive and yes, totally free fitness centers.
To make it easier for newbies to grab the iron, we created a beginner-friendly, yet effective training program that can be done during short breaks. All of the exercises target specifically the muscles weakened by prolonged sitting.
Hit the road,
hit the gym
Each of the twelve Driver’s Gyms is strategically located along major routes favored by heavy-duty traffic.
The Perfect Fit
Janni Hussi was the optimal choice as the face of our campaign. As a world-class rally co-driver with a background in competitive fitness, she brings a unique blend of expertise to the Drivers’ Gym.
Janni created the exercise programs that demonstrate how she understands the physical demands of life on the road and knows how to train the muscles that driving strains.
She doesn’t just talk about wellness; she lives it. This makes her a credible role model and an authentic source of inspiration for all professional drivers.
The Campaign
We spread the word through streaming and TV ads, social media branded content and the truckers’ number one media: radio.
Results
The campaign enabled Shell to reach significant results in a market where Shell traditionally hasn’t been the industry’s preferred brand.
The campaign was also featured in major Finnish media outlets, including the country’s largest news platforms.
It’s safe to say that Shell’s commitment to driver well-being has truly lifted the bar for rest stops.
NPS
Setting a record high right after the campaign launch.
of professional drivers say they’d choose Shell for their rest stops, whenever available.
of the general public have stated they’re reconsidering their rest stop choices in favor of Shell.
Brand
Agency