Shell is launching an international marketing campaign for its consumer motor oil brand, Shell Helix, aimed at encouraging consumers to keep a litre bottle of oil in the boot of their car for ‘top ups’ through the year.
Design agency Greenwich Design has created the campaign which includes print and digital media, press ads, posters, digital ads and email.
The campaign has been designed to be run across a number of regional markets and, when loaded onto Shell’s global system, national marketing teams will be able to integrate it into their activity.
The main campaign proposition centres around ‘travel with peace of mind’, based on the principle that, keeping a bottle of Shell Helix motor oil in the boot makes it much easier for drivers to regularly check their oil levels and top them up as necessary.
By doing this, drivers can avoid serious damaging their car engine and also refresh the engine to create a smoother, quieter drive. The campaign is an extension of Shell Helix’s brand strategy which is centred around ‘Proud drivers choose Shell Helix’, with the top-up campaign carrying this thinking on further.
A number of creative executions have been created, based on insight which identifies several different consumer types in this sector.
The distinct groups understand the concept of top-up, but their behaviour around top-ups varies according to the relationship they have with their car. The creative strategy was driven by selecting a range of scenarios that would be familiar across all of these consumer types, including: holiday goers; busy urban mums; active lifestyles; executives; trade professionals. Each concept shows a Shell Helix Top-Up Kit in a car boot, alongside the paraphernalia people will recognise from their own busy and diverse lives.
Shell marketing manager Europe and Africa Yelena Zubareva said: “Greenwich Design have taken a difficult, hard-sell product proposition and created a visually exciting and engaging campaign that has real international appeal. The campaign demonstrates the agency’s deep understanding of our business and its ability to create design that communicates a clear and compelling message to our customers.”
As well as UK executions, the campaign will run in Russia, Ukraine, Poland, France, Benelux, Spain, Italy, Egypt and South Africa.
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Shell pushes oil ‘top-up’ strategy http://t.co/7hU5s3acOl