U.S. GASOLINE PRICES are at an all-time high, so it would take the ultimate promo to make filling the tank fun instead of a necessary evil. Shell Oil Products U.S. thinks it has done that with its V-Power campaign, which it launched at the end of June.
The $30 million integrated marketing communications program supporting the launch of what is touted as its most advanced fuel ever — premium-grade Shell V-Power gasoline — represents one of the company’s largest marketing campaigns in more than 20 years and features print, national television, Internet and radio advertising in key Shell markets. In addition, the rollout of the new gasoline at all 13,000 Shell stations nationwide is supported with p.r. programs, grassroots and experiential marketing initiatives, direct-mail promotions and point-of-purchase displays.
“What we really wanted to do was launch V-Power during the key driving season, which happens during the summertime,” says Karen Wildman, advertising & communications manager for Shell Oil Products U.S. [“While it’s hard to predict what’s going to happen with prices, we were happy to see them come down.”]
Wildman says the campaign is three-pronged: The first part is a national ad effort with television, print and the Internet; the second is public relations; and the third part is a mobile marketing effort.
The Shell V-Power television commercial and other printed marketing materials feature a yellow tang fish swimming under the sea to simulate cars in driving conditions. The 30-second television spot will air on national cable networks, such as ESPN, CNN, The History Channel and A&E Television.
“What cable allows us to do is really target our customers,” says Wildman, adding that Shell is targeting a male audience. “When you look at the figures of who is using premium gasoline, it skews a little bit more toward men. Cable allows us to reach men and women in a little more of a targeted way.”
In local markets, owners of Shell stations are implementing customized promotional and advertising programs for customers in their areas. In addition, Shell has created a mobile marketing tour that is in the process of visiting about 20 U.S. markets, giving consumers an entertaining way to learn about Shell V-Power and put a human face with the Shell brand. As part of the tour, consumers will have the opportunity to have their picture taken with a Shell Ferrari F1 racecar while learning more about the gasoline.
Consumers also will be able to learn more about the benefits of Shell V-Power through a consumer-friendly, product-specific Web site located at Shellus.com.
In 1995 the Environmental Protection Agency mandated the use of detergent control additives in all gasolines to help prevent the build-up of carbon deposits in engines, which can increase tailpipe emissions. However Shell says years of vehicle testing has shown that the EPA minimum level of detergency is not sufficient to prevent deposit build-up in some cars. Wildman says that 60% of fuels sold in the U.S. are at or near the minimum level of detergency allowed by law, and that V-Power has the most cleaning additives blended in.
“What we wanted to do was give people a choice,” Wildman says. “We do have three different grades of gasoline and three different price ranges for them. When we tested V-Power with consumers, they told us they wanted a product with added value.”
According to Mark Henry, manager of fuels for Shell Oil Products U.S., deposits that are left behind on intake valves and fuel injectors can cause less efficient mixing of air and fuel, and incomplete combustion in some ignition cycles may result in hesitation at start up.
“Customers are telling us they can tell the difference,” Wildman says. “Obviously we’re not promoting that you’ll feel the difference with the very first tank, but that it starts working with the first tank. I’m going to say it can take about five tanks to feel a complete difference.
“You can look at it like cleaning your oven,” she continues. “If you don’t clean it as often as you should, there’s going to be a lot of build up. If you spray the oven cleaner on, it’s not going to get everything the first time. You might need a couple of tries to get everything cleaned.”
CREATIVE SHOWCASE SPIDEY SNARES PARTNERS
CLIENT Burger King
AGENCY Wunderman Chicago
Burger King’s Spidey Sense game, developed by Wunderman Chicago, was delivered on large and king-size drink and fry packages. BK saw an unprecedented increase in traffic and sales.
CLIENT Dr Pepper
AGENCY Rapid Displays, Chicago
Dr Pepper also spun instant win games. One features talking cans that say, “You have won a Dodge Viper!” Spidey-branded bottles carry special “Spidey Eyes” the consumers can peer through once the bottle is empty to see if they have won.
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