Shell Helix unveils top-up campaign with Greenwich Design
Shell Helix, Shell’s consumer motor oil brand, has unveiled a through-the-line campaign with Greenwich Design, which aims to persuade consumers to keep a one litre bottle of Shell Helix motor oil in the boot of their car for ‘top ups’ through the year.
The campaign is set to run throughout the UK, Russia, Ukraine, Poland, France, Benelux, Spain, Italy, Egypt and South Africa.
Simon Wright, managing director at Greenwich Design, said: “This was a really interesting brief as it challenged us not to get oil put into an engine, but into the boot. As most consumers give little thought to topping-up their engine oil, we had to think laterally, connect with the consumer, and we believe the result brings a complex proposition to life and will change consumer behaviour as a result.”
The campaign will include print and digital media, press advertising, posters, digital advertising and email.
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