For any car fanatic, no brand comes close to Ferrari. Making tactical use of the brand, Shell Helix launched its global campaign featuring the supercars to convey that you can get the same driving experience in any other car by using its motor oil.
Shot across three continents in four countries – India, Brazil, Russia and China – the 30-second commercial features Ferraris zooming on every road, every intersection depicting every car has turned into the supercar because of the use of Shell Helix.
JWT London is the creative agency behind the ad.
Talking to exchange4media about the global campaign, Nitin Prasad, MD, Shell Lubricants India said, “The thought of the new communication is centred on pride. Ferrari is an experience aspired by many, but not in reach of all. The objective here is to tell our consumers that they can get the same experience driving their own cars if they chose Shell Helix.”
Jaspar Shelbourne, Creative Director, JWT London said, “The objective is to move Shell Helix into a more emotional positioning by demonstrating an understanding of the pride drivers have for their cars.”
Unlike earlier ads where Shell focused on the technical aspects of the product, the new commercial aims at creating an emotional connect with the consumers.
Prasad elaborated, “India is a very important market for Shell. It is amongst the top five markets in terms of marketing dollars spent on the brand. We wish to create brand awareness along with a strong emotional connect with our consumers. The TVC will be followed by ground activations where we would give away a car and other prizes to consumers buying four litre packs of the product.”
Shell’s media duties are handled by Mediacom. The campaign will have exposure through TV, print and digital media throughout the year.