From www.mandmglobal.com – Shell’s consumer motor oil brand Shell Helix has launched an international through-the-line campaign encouraging consumers to keep a bottle of Shell Helix in the boot of their car. Created by Greenwich Design
Shell Helix, Shell’s consumer motor oil brand, is launching an international through-the-line campaign which is aimed at encouraging consumers to keep a one litre bottle of Shell Helix motor 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 advertising, posters, digital advertising and email. The campaign has been designed to be relevant across a number of regional marketplaces and, when loaded onto Shell’s global asset management system, will be available for easy adaptation and incorporation by national marketing teams for integration into communications activity for 2013.
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 damage happening to 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.
Simon Wright, Managing Director at Greenwich Design, comments, “This was a really interesting brief as it challenged us not to get oil put into an engine, but into the boot. As most consumers give little thought to topping-up their engine oil, we had to think laterally, connect with the consumer, and we believe the result brings a complex proposition to life and will change consumer behaviour as a result.”
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. For each of these scenarios, the campaign uses photography which shows Shell as a real and authentic part of people’s own lifestyles: 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. When all around is chaotic, Shell Helix is the quiet hero helping to make sure that you will get where you need to go.
Yelena Zubareva, Marketing Manager Europe & Africa at Shell, adds, “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.”
The campaign collateral will be used in Russia, Ukraine, Poland, UK, France, Benelux, Spain, Italy, Egypt and South Africa.
Greenwich Design has been working with Shell Lubricants for over 15 years, working on activities that range from brand consultancy and implementation to campaign creation and advertising.