‘Love your car’ with Shell and The Telegraph
To educate car lovers on the importance of using performance fuel, Mediacom Beyond Advertising partnered with the Telegraph and sought to explore editorial stories that bring the excitement and passion behind diesel performance fuel to life.| September 17th, 2015
Shell were faced with the challenge of raising awareness and changing perceptions of their performance diesel fuel (Shell Vpower Nitro+ diesel). With the recent advancement of diesel technology, the modern diesel engine is unrecognisable from the chugging, smoke spilling diesels of the past. These new performance diesels need performance fuel.
Mediacom Beyond Advertising partnering with the Telegraph developed the concept of ‘love your car’. An 8 month long partnership featuring a wide ranging content series, including 6 bespoke videos, designed to Inspire, Inform and Involve motoring enthusiasts of all shapes and sizes.
The highlight of this content is an interactive racing experience with stunt driver and former ‘Stig’ Ben Collins.
Collaborating with 360 film specialists ‘Rewind’, The Telegraph produced a 360 degree driving experience showcasing the high performance of a modern diesel engine. The team rigged a BMW 640M with a cluster of cameras and microphones, Ben Collins then pushed it to its limits around Millbrook race track. Resulting in an experience that involves the user as if they were right there in the passenger seat with him.
The video series will also seek to inspire through exploring the lives and dedication of leading diesel motoring engineers, as well as inform by taking an in depth look at the processes, innovation and rigour that go into developing performance fuels at the Shell centre of excellence in Hamburg.
The video series is hosted on a new ‘diesel performance hub’ on the Telegraph.co.uk which also features 20 online articles launching over the course of the partnership. A competition also encourages users to tell us why and how they love their car with the opportunity to win £150 of Shell Vpower vouchers.
The Partnership will be live on the Telegraph.co.uk until April 2016.
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