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Shell introduces four real users as Shell V-Power presenters for the first time in Thailand, reinforcing its No. 1 position in premium-grade fuel sales* and a favourite among Thais nationwide

Experience the unparalleled driving performance of “Shell V-Power” through the inspiring stories of four real users

The Shell Company of Thailand Limited, a global energy leader, recently introduced four presenters from its “Finding the Real User Presenter” marketing campaign. This campaign reinforces Shell’s leadership in premium-grade fuels, holding the top spot in sales in Thailand and reflecting the trust and confidence of customers who have experienced Shell firsthand. It underscores the exceptional quality of Shell V-Power with Euro 5 standard, which cleans critical engine components by up to 100%**, helping engines perform like new with enhanced power while ensuring safety on every journey. The campaign also highlights Shell’s commitment to providing world-class fuel products to Thai consumers.

The “Finding the Real User Presenter” campaign was inspired by insights from online Social Listening, which revealed that consumers frequently share positive feedback about their experiences with Shell V-Power in online discussions. With the belief that the best advocates are real customers who can share honest and credible testimonials, Shell utilized artificial intelligence (AI) to create posters inviting customers to participate. The initiative encouraged participants to share their impressions of using Shell V-Power in a fun and engaging way, attracting over 12,000 entries nationwide. Ultimately, four presenters were chosen to showcase their genuine experiences from diverse perspectives.

Mr. Omar Sheikh, Executive Director of the Mobility Business at The Shell Company of Thailand Limited.

Mr. Omar Sheikh, Executive Director of Mobility Business, The Shell Company of Thailand Limited, said, “The ‘Only at Shell, Only for You’ concept reflects the commitment of the mobility business to providing customers with a special experience exclusively at Shell service stations. The pilot campaign, ‘Finding the Real User Presenter’, marks the first time that Shell Thailand has utilized AI ahead of other Shell countries worldwide to create a marketing campaign.
This innovative approach allows consumers to have fun creating personalized posters that reflect their individuality and share them on social media in a distinctive way. Furthermore, the campaign provides a platform for Shell to engage with customer feedback on Shell V-Power, which is frequently described with words like ‘Good! Powerful! Confident! Clean!’. These responses align with the image Shell seeks to project to potential consumers, encouraging those who haven’t yet tried the product to experience its benefits through the authentic voices of real users.”

The 4 presenters of Shell V-Power share their testimonials reinforcing Shell’s leadership in premium grade fuel.
The 4 presenters of Shell V-Power share their testimonials reinforcing Shell’s leadership in premium grade fuel.

The “Finding the Real User Presenter” campaign invited consumers to participate by uploading their photos and selecting one of four categories that best represented their identity: 1. Power: Energetic individuals ready to push their limits and achieve their goals; 2. Live Life to the Fullest: Those who value freedom and embrace living life their way; 3. True Love, SHELL GO+: Loyal Shell fans who genuinely love the brand; and 4. Sustainability: Advocates ready to embrace change for a sustainable future. Participants could also select a message expressing their feelings under the theme “What is the meaning of driving that only Shell V-Power can provide?” and answer questions about their experiences with Shell V-Power. AI then processed this information to generate personalized posters, which participants could share on social media using the hashtag #WeLoveShellVPower for a chance to be selected as Shell V-Power presenters.

The campaign achieved remarkable success, reaching over 18.7 million people, generating 1.3 million clicks, and creating more than 12,000 AI-powered posters. Ultimately, four real users were selected as Shell V-Power presenters, each sharing their unique and inspiring stories through four distinct video advertisements:

Representing Power, Mr. Supad Aksorn, a durian chips merchant from Rayong
Representing Power, Mr. Supad Aksorn, a durian chips merchant from Rayong
Representing Sustainability, Miss Naparatkodjakon Jadkanokbudsaratada, an insurance agent from Surat Thani.
Representing Sustainability, Miss Naparatkodjakon Jadkanokbudsaratada, an insurance agent from Surat Thani.
Representing Shell GO+, Mr. Chischeep Burirak, a banker from Bangkok.
Representing Shell GO+, Mr. Chischeep Burirak, a banker from Bangkok.
Representing Live Life to the Fullest, Mrs. Sunaree Janruechai, a retail business owner from Sakon Nakhon.
Representing Live Life to the Fullest, Mrs. Sunaree Janruechai, a retail business owner from Sakon Nakhon.

Mr. Supad Aksorn, a 44-year-old durian chip vendor from Rayong, praised Shell V-Power as “the best in my heart” for providing uninterrupted power during long cross-province travels. Mr. Chischeep Burirak, a 27-year-old banker from Bangkok, has relied on Shell V-Power for years to maintain the power of his 15-year-old car engine, describing it as like new and saying he would “never change his mind”. Miss Naparatkodjakon Jadkanokbudsaratada, a 51-year-old insurance agent from Surat Thani who loves nature and values her health, chooses Shell V-Power for its “powerful, clean, and long-lasting performance”, enabling her to travel anywhere with confidence. Mrs. Sunaree Janruechai, a 37-year-old retail business owner from Sakon Nakhon, relies on Shell V-Power for its “full power, full strength”, meeting the demands of her work life and providing worry-free travel.

Shell V-Power, Thailand’s best-selling premium-grade fuel, developed in collaboration with Scuderia Ferrari, delivers world-class technology to all customers. With a commitment to being a Trusted Partner, Shell stands by drivers on every journey under its Powering Progress strategy. Combining high-performance power with sustainability, Shell V-power offers a stable, safe, and superior driving experience for every trip.

Disclaimer*

According to the sales report of regular diesel (special type), regular diesel (special type) Euro 5, and gasohol E10 Octane 95 (special type) from the Department of Energy Business (https://www.doeb.go.th/th/statistic/stat412) between January 1, 2024 - March 31, 2024.

Disclaimer*

Contains substances that clean critical engine parts (fuel injectors and intake valves) up to 100%. The proof of cleanliness and engine performance restoration is based on industry standards and Shell's proprietary testing. The results of use and benefits may vary. For more information, visit www.shell.co.th.

Cautionary Note

The companies in which Shell plc directly and indirectly owns investments are separate legal entities. In this announcement “Shell”, “Shell Group” and “Group” are sometimes used for convenience where references are made to Shell plc and its subsidiaries in general. Likewise, the words “we”, “us” and “our” are also used to refer to Shell plc and its subsidiaries in general or to those who work for them. These terms are also used where no useful purpose is served by identifying the particular entity or entities. “Subsidiaries”, “Shell subsidiaries” and “Shell companies” as used in this announcement refer to entities over which Shell plc either directly or indirectly has control. The term “joint venture”, “joint operations”, “joint arrangements”, and “associates” may also be used to refer to a commercial arrangement in which Shell has a direct or indirect ownership interest with one or more parties. The term “Shell interest” is used for convenience to indicate the direct and/or indirect ownership interest held by Shell in an entity or unincorporated joint arrangement, after exclusion of all third-party interest.

Forward-Looking Statements

This announcement contains forward-looking statements (within the meaning of the U.S. Private Securities Litigation Reform Act of 1995) concerning the financial condition, results of operations and businesses of Shell. All statements other than statements of historical fact are, or may be deemed to be, forward-looking statements. Forward-looking statements are statements of future expectations that are based on management’s current expectations and assumptions and involve known and unknown risks and uncertainties that could cause actual results, performance or events to differ materially from those expressed or implied in these statements. Forward-looking statements include, among other things, statements concerning the potential exposure of Shell to market risks and statements expressing management’s expectations, beliefs, estimates, forecasts, projections and assumptions. These forward-looking statements are identified by their use of terms and phrases such as “aim”, “ambition”, “anticipate”, “believe”, “could”, “estimate”, “expect”, “goals”, “intend”, “may”, “milestones”, “objectives”, “outlook”, “plan”, “probably”, “project”, “risks”, “schedule”, “seek”, “should”, “target”, “will” and similar terms and phrases. There are a number of factors that could affect the future operations of Shell and could cause those results to differ materially from those expressed in the forward-looking statements included in this announcement, including (without limitation): (a) price fluctuations in crude oil and natural gas; (b) changes in demand for Shell’s products; (c) currency fluctuations; (d) drilling and production results; (e) reserves estimates; (f) loss of market share and industry competition; (g) environmental and physical risks; (h) risks associated with the identification of suitable potential acquisition properties and targets, and successful negotiation and completion of such transactions; (i) the risk of doing business in developing countries and countries subject to international sanctions; (j) legislative, judicial, fiscal and regulatory developments including regulatory measures addressing climate change; (k) economic and financial market conditions in various countries and regions; (l) political risks, including the risks of expropriation and renegotiation of the terms of contracts with governmental entities, delays or advancements in the approval of projects and delays in the reimbursement for shared costs; (m) risks associated with the impact of pandemics, such as the COVID-19 (coronavirus) outbreak, regional conflicts, such as Russia’s invasion of Ukraine, and a significant cybersecurity breach; and (n) changes in trading conditions. No assurance is provided that future dividend payments will match or exceed previous dividend payments. All forward-looking statements contained in this announcement are expressly qualified in their entirety by the cautionary statements contained or referred to in this section. Readers should not place undue reliance on forward-looking statements. Additional risk factors that may affect future results are contained in Shell plc’s Form 20-F for the year ended December 31, 2023 (available at www.shell.com/investors/news-and-filings/sec-filings.html

and www.sec.gov) These risk factors also expressly qualify all forward-looking statements contained in this announcement and should be considered by the reader. Each forward-looking statement speaks only as of the date of this announcement, 17 December, 2024. Neither Shell plc nor any of its subsidiaries undertake any obligation to publicly update or revise any forward-looking statement as a result of new information, future events or other information. In light of these risks, results could differ materially from those stated, implied or inferred from the forward-looking statements contained in this announcement.

Shell’s Net Carbon Intensity

Also, in this announcement we may refer to Shell’s “net carbon intensity”, which includes Shell’s carbon emissions from the production of our energy products, our suppliers’ carbon emissions in supplying energy for that production and our customers’ carbon emissions associated with their use of the energy products we sell. Shell only controls its own emissions. The use of the term Shell’s “net carbon intensity” is for convenience only and not intended to suggest these emissions are those of Shell plc or its subsidiaries.

Shell’s Net-Zero Emissions Target

Shell’s operating plan, outlook and budgets are forecasted for a ten-year period and are updated every year. They reflect the current economic environment and what we can reasonably expect to see over the next ten years. Accordingly, they reflect our Scope 1, Scope 2 and Net Carbon Intensity (NCI) targets over the next ten years. However, Shell’s operating plans cannot reflect our 2050 net-zero emissions target, as this target is currently outside our planning period. In the future, as society moves towards net-zero emissions, we expect Shell’s operating plans to reflect this movement. However, if society is not net zero in 2050, as of today, there would be significant risk that Shell may not meet this target.

Forward-Looking Non-GAAP measures

This announcement may contain certain forward-looking non-GAAP measures such as cash capital expenditure and divestments.

We are unable to provide a reconciliation of these forward-looking non-GAAP measures to the most comparable GAAP financial measures because certain information needed to reconcile those non-GAAP measures to the most comparable GAAP financial measures is dependent on future events some of which are outside the control of Shell, such as oil and gas prices, interest rates and exchange rates. Moreover, estimating such GAAP measures with the required precision necessary to provide a meaningful reconciliation is extremely difficult and could not be accomplished without unreasonable effort. Non-GAAP measures in respect of future periods which cannot be reconciled to the most comparable GAAP financial measure are calculated in a manner which is consistent with the accounting policies applied in Shell plc’s consolidated financial statements.

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We may have used certain terms, such as resources, in this announcement that the United States Securities and Exchange Commission (SEC) strictly prohibits us from including in our filings with the SEC. Investors are urged to consider closely the disclosure in our Form 20-F, File No 1-32575, available on the SEC website www.sec.gov.