Shell FuelSave College Competition, IACT College Crowned 2014 Champion |


Published on November 12th, 2014 | by Daniel Sherman Fernandez


Shell FuelSave College Competition, IACT College Crowned 2014 Champion

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The Shell FuelSave College Competition comes to a successful end with all 10 participating schools coming together to celebrate their efforts in the finale event at Publika. IACT College emerged as the 2014 winner and took home the championship trophy, RM15,000 cash prize and potential internship opportunities with Shell Malaysia and its media and  communications agency partners.

Held for the fourth consecutive year, the Shell FuelSave College Competition which is an initiative by Shell Malaysia, challenged students from public and private universities to plan and execute an integrated marketing and communications campaign to promote and educate Malaysia’s Gen Y drivers on fuel efficiency and smarter driving habits.

The competition aims at providing participating tertiary students a chance to experience the working environment within the marketing and communications industry and to gain deeper insights in the process of conceptualising and executing a campaign from start to end.

Taking up the challenge this year were teams from Monash University, Tunku Abdul Rahman University College, HELP University, UCSI University, Sunway University, IACT College, Taylor’s University, Universiti Putra Malaysia, National University of Malaysia (UKM) and Universiti Teknologi Mara (UiTM).

This year the competition took a new turn and required the participating teams to take their campaigns beyond their campus to the general public. Their main task this year was to drive as many people as possible to make a commitment to practise fuel efficiency by making a #ShellPledge.

Teams conducted a month-long social media campaign that promoted practising fuel efficiency and encouraged people to participate in the #ShellPledge contest. They also ran on-ground activities where they brought their campaigns to the public in their efforts to recruit Malaysians to make the #ShellPledge.

Speaking at the event, Tuan Haji Azman, Managing Director of Shell Malaysia Trading Sdn. Bhd. and Shell Timur Sdn Bhd. said, “This year we raised the bar for the participating teams by challenging them to reach out to the public to promote the #ShellPledge contest.  And they really showed us their creativity, critical thinking and innovation skills in their campaign execution. It was very interesting and rewarding to see the way they utilise their social media platforms to capture the attention of the public and get them to take the #ShellPledge.”

The campaign journey for the teams this year started in September with a briefing and mentoring session by industry experts to coach them on how to put together a successful marketing and communications campaign to motivate their audience to take the #ShellPledge. They then presented their proposals to a panel of judges for approval before executing their plans.

In a final bid to gain points to win the competition, the teams gave it their all in a Bonus Round Challenge earlier today. They had to complete a series of three challenges that were based on the Shell FuelSave Tips which tested their knowledge on fuel efficiency and smarter mobility.

“The Shell FuelSave College Competition is part of Shell’s efforts to reach the younger generation and educate them on the importance of practising smarter mobility to enjoy improved fuel efficiency. Through this initiative and its relevant activities such as the #ShellPledge, we hope to inculcate in our future leaders the value of being environmentally conscious and encourage them start doing their part now to achieve a sustainable energy future,” added Tuan Haji Azman.

Taylor’s University was the first runner-up winning RM8,000 and a trophy while Universiti Putra Malaysia was the second runner up taking home RM5,000 and a trophy as well.

In addition to the prizes for the winning teams, a special award was presented to IACT College for collecting the most pledges for the #ShellPledge contest. They were presented with a cash prize of RM2,000 by Ms. Lee Ai Hoon the General Manager of Marketing  of Bermaz Motor Sdn Bhd – exclusive distributor of Mazda vehicles in Malaysia.  The #ShellPledge contest which ended on 31 October 2014 will see the grand prize winner driving away in a new Mazda2 SKYACTIV, co-sponsored by Bermaz Motor.

A triumphant IACT College team leader, Joey Tong said, “Being part of the Shell FuelSave College Competition was a fantastic experience and being named the champion is truly an honour. We were thrilled to practice the skills we learn in class and to see it translate in a real campaign while being able to share the value of practising smart driving tips for better fuel efficiency with the public.”

The #ShellPledge contest ran from the 1st till 31st of October 2014. The public was encouraged to participate in the contest by submitting a photo and caption on Instagram or via  with a message on smarter driving habits and fuel efficiency tips. Submissions were required to be hashtagged with #ShellPledge to make it to the Shell Pledge wall and be in the running to win a Mazda2 SKYACTIV and other exciting prizes.  Winners will be announced November 15, 2014 onwards via e-mail, telephone or Instagram.

For more information and to view the pledges made by the public, please visit

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