Shell Print THE SHELL V-POWER LOOPING by Brandbase

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Industry Automotive products, services and accessories
Media Print, Magazine & Newspaper
Market Netherlands
Agency Brandbase
Director Paul Alberts
Released April 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: SHELL RETAIL
Product/Service: V-POWER
Director: Paul Alberts (Brandbase)
Service Director: Gilles Heybroek (Brandbase)
Media placement: PR Stunt - Auto Rai 2011 - 12 April 2011

Describe the objective of the promotion.

Create and produce a spectacular stunt for the AutoRai 2011 (Amsterdam Car Fair). The stunt has to underline the power of Shell V-Power, a high performance fuel that makes engines cleaner and stronger.

Describe how the promotion developed from concept to implementation.
After creating the concept, the implementation of the looping was started, a real challenge. To reach this sensational result the construction of the looping went through different development phases; technique, speed and of course there was a big attention for safety in this implementation. The agency was responsible for the total production.

Explain why the method of promotion was most relevant to the product or service.
Shell V-Power is a powerful fuel. The technique, power and imagination of the looping stunt perfectly matched the characteristics of Shell V-Power.

The fair where the looping was placed was all about cars, so this was a very striking location to surprise the visitors.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Over 400,000 visitors saw the spectacular looping at the fair. In addition, we generated a massive exposure in national media. Even the evening news was reached.