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New marketing campaign for Shell Helix Ultra
Shell Helix Ultra with PurePlus Technology represents a major shift for the brand, placing a new strategic focus on gas-to-liquids technology for its top-tier motor oils, as opposed to traditional crude oil refining. To lay out this new vision to motorists, the brand is investing in a global marketing campaign in over 100 countries, including South Africa.
The campaign will include TV and print, supported by new digital platforms and below-the-line activation such as PR and in-store theatre. In 13 markets, the support will include all elements in an integrated campaign, a first for the brand.
Marketing strategy
It kicks off with a specially commissioned film created by award-winning director Raf Wathion and renowned photographer Katie Swain. The 30-second film sees an iconic red Ferrari 458 Spider, protected by the product, take on the unpredictable driving conditions of Krisuvikurroad near Reykjavik in Iceland.
Andrew Evans, Commercial Marketing Manager for Shell South Africa, said, "We felt that such a revolutionary technology deserved a marketing strategy to match, which is why we are investing heavily in helping South African drivers understand the benefits of the product. This is a big moment for our brand and is the first investment of its kind we have made in a new product launch campaign.
Gas-to-liquid technology
"The new film is designed to celebrate this revolutionary gas-to-liquids technology, which we believe is set to reinvent the motor oil industry. What better way to do that than with one of the world's most inspiring road cars, putting that technology to the test in some of the planet's most extreme driving conditions."
Raymond Abraham, Shell South Africa's Commercial Technical Manager said, "This is paving the way for the next generation of motor oils by offering possibilities for new viscosity grades that can provide engine protection in more extreme conditions. So far, this has enabled us to create the Shell Helix Ultra 5W - 40-range, and we are already working on future developments."
