Shell Case Study

About Project

To re-launch Shell V-Power Nitro+ fuels in South Africa and showcase the core benefits of Shell V-Power Nitro+ Petrol through Shell scientist demos and a Formula One custom track demonstration.

Category
Virtual
Client
Shell
Release
February 2014

The objective:

To generate awareness for the new fuel through traditional and social media coverage in order to drive the positioning of Shell V-Power Nitro+ as a premium fuel brand.

The event:

Prominent journalists attended the media event at the Shell Fomiss Aeroton service station to learn more about Shell V-Power Nitro+ fuels.

Shell fuel scientist Andreas Schaefer followed, leading a cutaway engine demonstration to illustrate the latest technology and science that was put into creating Shell V-Power Nitro+ fuels. The demonstration also highlighted how different features of the fuel get to work inside an engine.

An experiential element was added as Punk scientists, accompanied by Andreas Shaefer and Scuderia Ferrari Test Driver Marc Genè, then performed a ‘mixology’ demonstration to highlight the various elements of Shell V-Power Nitro+ Petrol with everyday ingredients found in a Johannesburg bartender’s arsenal.

The media event was then enhanced when Ferrari Test Driver Marc Genè put Shell V-Power Nitro+ Petrol to the test as he drove a Formula One car around a custom-built street track at First National Bank Precinct in Soweto.

We completely transformed the area around the stadium into a street circuit where the various road cars and Ferrari racing car wowed huge crowds with the sights, sounds and excitement of F1. The street demo was supported with a series of pit stops carried out by the F1 crew, who put on a skillful show of the tasks normally carried out in the pit lane. A day packed full of activity and excitement had the thousands who came out catch a glimpse of F1 in Soweto thoroughly entertained!

To complete the full day of designed hospitality, select journalists were taken for a test drive around the custom track in a Ferrari road car to experience! Journalists represented 27 media outlets, including national newspapers, motoring trades and lifestyle press. The event enjoyed extensive media coverage and exceeded all the expectations set for the event.

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