Shell launches online films to push premium fuel brand
Shell is lifting the lid on the lives of some of the world’s most exciting drivers through a series of films promoting its premium fuel Shell V-Power.
The films chart the trial and tribulations expert drivers such as firemen and stuntmen face on a daily basis, emphasizing why premium fuel is core component to their success in the dangerous tasks they have to regularly overcome.
Created by Iris Worldwide, the long-form content series kicks with two films; Staying ahead of Fear (Fire truck) and Staying ahead of Gravity (Stuntman). The films launched online and on video-on-demand this month in the UK first before arriving in the US, Canada and Malaysia.
The aim is to build a positioning around the brand beyond just reliability and tap into the performance and visceral aspects of driving.
Despite coming under repeated fire from activists group in recent years, Shell’s brand appears to be in rude health. The oil company was ranked the third most valuable brand in the UK in 2015 with a value of $18.4bn, according to the respected BrandZ list. It was the same value it had in 2014, suggesting a uneventful period for the brand from a marketing sense but also no lasting damage from ongoing activist action.