| Title | Shell V-Power Racing (hungarian version) |
| Agency | J. Walter Thompson London |
| Campaign | Horse Power - Shell |
| Advertiser | Shell |
| Brand | Shell |
| Posted | September 2003 |
| Product | V-Power Racing |
| Business Sector | Tires, Accessories, Oil, Petrol, Gasoline |
| Story | SUMMARY Research across Europe has shown that consumers believe what they put in their car fuel tank is essentially the same irrespective of the brand on the pump handle. Shell has been able to convince drivers in three countries to buy a fuel that costs up to 34% more than regular petrol for their car, while building a market leading perception of quality and innovation among all drivers. The communication plans brought this product to life with the concept of Pure Horsepower. CAMPAIGN OBJECTIVES The challenge was to make drivers care about petrol. They needed to care enough to literally go the extra mile to stop at Shell. Then they needed to care enough to demand V-Power Racing by name. TARGET AUDIENCE Men 18-45 with above average income and a fast car who want to get the most out of driving. For these drivers, they see driving as a pleasure and their car is their pride and joy. |
| Problem | CREATIVE STRATEGY In this category, most of the advertising featured petrol stations and cars, so there was a clear need for the advertising for VPR to break away from this pattern and build a strong emotional link to driving. The film adopts a metaphorical style to bring VPR to life. A lone black horse, the Ferrari symbol, gallops across sand to the sea and then races on the waves as if on a racetrack. The soundtrack fuses the roar of a Formula One engine with an uplifting operatic aria. The voiceover tells you the makers of the fuel for Ferrari now make the most powerful fuel you can buy. This campaign is also aligned with Shells Global strategy of using the sea as its primary canvas. OTHER COMMUNICATIONS PROGRAMMES On site promotional events were created, such as an F1-style pitstop at Shell sites with additional incentives to try the fuel. MEDIA Television Newspaper Point-of-Sale Radio Other: on-site promotion as specified in previous section. TOTAL MARKETING EXPENDITURE Under 5 million MEDIA STRATEGY 1 Dominate the highest quality areas in the media used. Fuels companies tend to spread activity across all positions & dayparts the VPR activity had to be distinctive and demonstrate quality in the media scheduling as an inherent attribute of the fuel. Targets were set for the following: - TV: Position in Break, Centre Break and Top 20 programming: 40% above average for the fuels market. - Print: First ¼, & cover page positioning 33% higher than average. 2 F1 associationthrough broadcast sponsorship of the coverage itself, or when not possible through heavyweight spot buying within the races. This was augmented with significant upweights where the Grand Prix occurred in the launch country for instance, the Hungarian Grand Prix witnessed a Shell VPR commercial in every break for 3 hours. Shell has the most consistent communication presence in F1 coverage across in Europe, dwarfing the competition. EVIDENCE OF RESULTS The key effect of the VPR launch has been to position Shell significantly above the current fuels battleground. It has allowed them to compete more evenly in the cut throat maingrade market with the additional revenue generated from the premium fuel, while also creating a high value, brand loyal niche consumer vital to the long term of the business. |
| Media Type | |
| Market | Hungary |
| Account Director | Shula Sinclair |
| Advertising Manager | Sarah Alspach |
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