"This campaign celebrated the launch of Shell Helix's new product claims through a high-profile activation event in Shanghai. The experience connected with trade partners and consumers, as well as KOLs and Ferrari drivers, bringing to life the brand's core message: "Unleashing the Power Within Your Engine." The event featured a VIP experience with Scuderia Ferrari drivers and a public activation with interactive activities such as racing simulators and reflex wall challenges."
"The "Power Unleashed" campaign took Shell Helix Ultra to extreme conditions in the Sakhir Desert, where Ferrari drivers Carlos Sainz and Charles Leclerc faced off against a high-speed drone in a thrilling challenge. The campaign showcased Shell Helix Ultra's ability to enhance engine performance by 1.8% in power and 3.4% in responsiveness, linking Ferrari's technical excellence with Shell Helix's superior lubricating technology."
Shell Helix won gold in Automotive at The Drum Awards for Marketing for two campaigns that showcased a Ferrari partnership and promoted new product claims. The campaigns centered on claims of more power, greater responsiveness, and extra fuel efficiency for Shell Helix Ultra. "Unleash the Power Within" used a Shanghai activation with Ferrari drivers, KOLs, racing simulators, reflex wall challenges, and VIP Scuderia Ferrari experiences to demonstrate performance advantages. "Power Unleashed" filmed Ferrari drivers Carlos Sainz and Charles Leclerc racing a high-speed drone in the Sakhir Desert and cited a 1.8% power gain and 3.4% responsiveness improvement. Emotional storytelling and influencer amplification supported consumer engagement and brand positioning.
Read at The Drum
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