Shell Helix – Driven to Extremes

Providing a slick message to drive consideration

 

THE BRIEF – Make motor oil more relevant to our audience

Though a motoring essential, motor oil is often perceived as dull whilst brand differentiation in the category is limited.

To cut through, we needed to reach drivers either directly via memorable content, or indirectly via self-proclaimed ‘car experts’. These are the gatekeepers to the wider driving community who have a casual interest in cars and a range of passion points – from extreme sports to outdoor adventures.

Regardless of their level of car knowledge, both groups share a common moment of receptivity: only when preparing for extreme journeys – through adverse weather conditions or ahead of long family trips– do they make sure everything is in order.

We needed to leverage these insights to become the #1 preferred brand among consumers & influencers.

 

OUR IDEA – Take viewers to extremes on TV, online and mobile

We decided we would make Shell Helix synonymous with ‘extreme’ conditions – the moment of consumer receptivity – to show Shell Helix performing in the most demanding conditions.

Our solution was “Driven to Extremes”, a three-part TV series designed to showcase the toughest driving challenges ever conceived. Part travelogue, part endurance test, each journey represented new challenges and demonstrated the superiority of Shell Helix motor oil. The episodes would be presented by dynamic Hollywood A-listers/motor sport professional duos – including actor Tom Hardy, Oscar winner Adrien Brody and F1 star Mika Salo.

We would partner with Discovery Networks to provide our audience with unmissable entertainment, exhilarating adventure, motorsport, and techie “know it all” ammunition in one compelling message.

Alongside on-air branded bumpers and ad spots on Discovery, the programme was amplified via the Shell Helix YouTube page – the first-ever global page in the category available in multiple languages and populated with exclusive digital content. We used interactive video content units and served rich media experiences to markets not used to dynamic content and backed up content with a locally-driven promotional campaign. Additional on-the-ground events brought extreme conditions to life.

We launched an exciting interactive Driven to Extremes mobile driving game, mirroring segments from the programme, and promoted mini-games for the chance to win an Extreme Driving Challenge holiday on Facebook.

 

THE RESULT – Now the whole world knows about Helix

Viewers were educated and entertained with 74% saying the programme taught them more about car maintenance in an extreme environment. We reached incredible numbers via multiple distribution channels, more than doubling the views on the Shell Helix YouTube channel.

We generated nearly $5.4m of PR value in the first two weeks of activity, primarily within the online space and among sites of interest to our primary auto influencer media community.

The quality of Driven to Extremes was underlined when Discovery Networks took up the content, not just in the 14 major markets we had identified, but in a staggering 90+ territories. The show has exposed Shell’s message to a potential 315m households globally.


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