Experience · ROOTS
Shell: Lubricating Shell Helix's new brand experience
Shifting Helix from technical marketing to consumer experience, a nationwide ‘Drive On’ roadshow with a loyalty programme at its heart.
- 15,000 Consumers engaged
- 8,000 SHARE sign-ups
- 15 Locations, 10 states
- 400 Sales supported
The Challenge
From technical to experiential.
Shell Helix launched a global initiative, Shell Helix Drive On, to connect more directly with consumers, marking a major strategic shift away from traditional technical marketing toward a consumer-focused, experiential approach in support of its 2018 goal: reaching new geographic and demographic segments.
The Solution
A pop-up garage on tour.
Drive On served two purposes at once, introducing a new loyalty programme, SHARE, while running a brand-experience roadshow, pairing acquisition with retention. The activation featured a pop-up garage with a motion-equipped custom racing simulator and an electricity-generating bicycle challenge that lit up a life-sized Shell Helix logo.
The Impact
New markets, captured.
Over three months the roadshow reached 15 locations across 10 states , engaging around 15,000 consumers , registering some 8,000 SHARE members and supporting roughly 400 sales , contributing directly to Helix’s strategy of capturing new markets.
Drive On, Shell Helix’s move from the lab to the living room.
