Viva Energy Australia, the licensee of the Shell brand in Australia, is set to launch a new national campaign for the company’s flagship fuel brand, Shell V-Power.
Creative agency Sense was tasked with creating a campaign that would develop a deeper emotional connection with the brand taking into account current trends and recent events impacting on local travel.
“The Shell V-Power race team already excels in motorsports and our association highlights the product’s performance benefits,” Viva Energy Australia general manager - marketing Andrew Egan says.
“But motor racing is sharply focused on car enthusiasts and motorsport fans, and we wanted to reach a wider audience with this campaign, explain the benefits of using a premium fuel and get more people to consider using Shell V-Power in their car.”
Now more than ever, thousands of Australians are taking to the roads for domestic trips and holidays and the opportunity was ripe for a campaign that showcases the important role premium fuels can play in making motorists feel more confident and protected on their journey.
Customer research undertaken to develop the campaign supported the insight that this re-assurance was a key benefit sought by drivers for their cars and their passengers, and of course there is no better brand than Shell V-Power to carry that message.
“More than ever, fuel facilitates driving holidays and all the feelings of excitement and freedom that come with that," Sense strategic director David Whiteside says.
"This is especially relevant given the stay-at-home and travel restrictions we’ve all endured during COVID-19.”
Egan says the campaign reiterates how Shell V-Power can make driving holidays more enjoyable.
“Our hope is that by aligning the quality of the product and the quality of people’s experiences when using it, customers will better understand the importance of Shell V-Power’s benefits, and eventually make it an everyday purchase," Egan says.
“We hope the campaign makes people stop and think about the role Shell V-Power plays in facilitating the joy of driving. That would be a great outcome.”
Appearing in broadcast, outdoor and digital media, as well as point-of-sale, the campaign launches nationally on television Sunday 28 March 2021.
Client: Viva Energy Australia
General Manager Marketing: Andrew Egan
Senior Marketing Manger: Stacey Mason
Retail Fuels Marketing Manager: Gisella Spedicato
Creative Agency: Sense
Creative Director: Guillaume Roux
Copywriter/Art Director: Peter Milne
Strategic Planner: David Whiteside
Producer: Georgina Toole
Account Director: Kirstie Ly
Production: Yah Yah
Director: Bill Irving
Producer: Annalise Menzel
Producer: Anna Bardsley-Jones
Media Agency: Hearts & Science
Managing Director: Richard Smith
Business Director: Debbie Moxon
Planning & Investment Manager: Elloise Wilson
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