CHALLENGE
Elevating Shell Helix as the Preferred Motor Oil Brand

INSIGHT
Motor oil is typically perceived as a mundane and invisible purchase, often left to mechanics to decide. To break through the cluttered market and position Shell Helix as the preferred motor oil brand, Shell recognised the need to differentiate itself. The challenge was to captivate both consumers and influential car enthusiasts, leveraging a moment of receptivity when preparing for extreme journeys.

SOLUTION
Shell devised a strategy to associate Shell Helix with extreme conditions, tapping into consumers' readiness to ensure vehicle readiness before embarking on challenging journeys. This strategy birthed "Driven to Extremes," a three-part TV series showcasing the toughest driving challenges, pushing Shell Helix to its limits. Each episode, presented by Hollywood A-listers and motorsport professionals like Tom Hardy, Adrien Brody, and Mika Salo, portrayed the oil's performance under demanding circumstances across inhospitable terrains. Shell partnered with Discovery Networks, a prime channel for the target audience, maximising visibility