Shell Advance Benefit Led Launch

Client

Shell

Capabilities

Advertising

Date

30/09/2019

What matters is the ride, not the oil.

CHALLENGE

The motorcycle oil (MCO) market has always been cluttered with an overwhelming choice of brands.

Each claiming to be functionally superior, backed with technical specifications and jargons that all seemingly look the same to bikers.

Shell Advance wanted to challenge the category norm, to explore a new way of connecting with its customers and cement itself as the go-to MCO option.

INSIGHT        

What matters is the ride, not the oil. 

Bikers aren’t interested in what goes into their motorcycle, but the difference it can bring to their riding experience.

IDEA

Introducing Shell Advance’s “Benefit-Led Range" - a new series of MCO packs speaking straight to the unique needs of different riders:

-    Power Oil: Maximise power of your motorcycle engine

-    Long Ride Oil: Protect your motorcycle engine for up to 6000 kilometres

-    Fuel Save Oil: Delivering an average of 5 kilometres more per litre of fuel

-    City Oil: Engineered for start & stop city riding.

Tailor-made for distinct riding styles, we humanised Shell Advance’s offerings and demonstrated that we are the brand that truly understands bikers.

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