CHALLENGE

Motor oil is typically seen as a dull, invisible purchase, with consumers often leaving the decision to their mechanic. Shell Helix needed to stand out in a crowded market, where all brands deliver similar performance-driven messages. The challenge was to create an emotional connection with both car enthusiasts and everyday drivers, compelling them to choose Shell Helix.

INSIGHT

The key moment when drivers engage with their car's maintenance is before extreme journeys—whether preparing for long family trips or facing adverse weather conditions. Shell identified that ‘car experts’ are key influencers in these decisions. These enthusiasts, along with casual drivers, needed to feel the performance benefits of Shell Helix, not just hear about them.

SOLUTION

Shell created "Driven to Extremes," a three-part TV series that showcased Shell Helix’s performance in the most demanding conditions on Earth. With Hollywood stars and motorsport professionals, the series dramatised the oil’s capabilities in extreme environments like the Siberian tundra, the Chinese desert, and the Malaysian jungle. Partnering with Discovery Networks, Shell integrated branded content into premium programming, amplified through YouTube, social media, and interactive experiences, reaching millions globally. This bold approach positioned Shell Helix as a unique and premium motor oil, significantly increasing brand awareness, engagement, and sales.