Objective

Shell Helix’s two major campaigns, “Unleash the Power Within” and “Power Unleashed”, demonstrate the brand’s commitment to high performance and innovation, highlighting its powerful partnership with Ferrari. Both campaigns centered around Shell Helix's new product claims—"More Power, More Responsiveness, and Extra Fuel Efficiency"—and leveraged Ferrari’s engineering excellence to bring these claims to life in engaging and emotionally charged ways.

Both campaigns were designed to reinforce Shell Helix’s premium positioning, engage consumers emotionally, and drive business impact.

The objectives for both “Unleash the Power Within” and “Power Unleashed” revolved around three key pillars: brand positioning, consumer engagement, and sales impact.

1. Brand Positioning: Both campaigns aimed to reinforce Shell Helix as the world leader in performance-driven engine technology, aligned with Ferrari’s high-performance legacy. The goal was to position Shell Helix as the premium choice for consumers who demand more power, responsiveness, and fuel efficiency from their engine oil.
2. Consumer Engagement:
   1. Unleash the Power Within targeted both trade partners and consumers with immersive, interactive experiences designed to foster engagement and brand loyalty.
   2. Power Unleashed connected with global Ferrari fans through an emotional narrative, blending high-performance product demonstrations with Ferrari’s racing pedigree.
3. Sales & Market Impact:
   1. Unleash the Power Within aimed to strengthen trade relationships, foster brand awareness, and drive product education through engaging experiences.
   2. Power Unleashed sought to increase Shell Helix Ultra’s market share by targeting a broader audience through digital content and influencer partnerships, leading to higher sales and trade recommendations.

Strategy

1. “Unleash the Power Within” (Shanghai Launch Event) This campaign celebrated the launch of Shell Helix’s new product claims through a high-profile activation event in Shanghai. The experience connected with trade partners and consumers, as well as KOLs and Ferrari drivers, bringing to life the brand’s core message: “Unleashing the Power Within Your Engine.” The event featured a VIP experience with Scuderia Ferrari drivers and a public activation with interactive activities such as racing simulators and reflex wall challenges. This immersive experience highlighted Shell Helix’s performance advantages and its partnership with Ferrari.
2. “Power Unleashed” (Ferrari Partnership Video Campaign) The “Power Unleashed” campaign took Shell Helix Ultra to extreme conditions in the Sakhir Desert, where Ferrari drivers Carlos Sainz and Charles Leclerc faced off against a high-speed drone in a thrilling challenge. The campaign showcased Shell Helix Ultra’s ability to enhance engine performance by 1.8% in power and 3.4% in responsiveness, linking Ferrari’s technical excellence with Shell Helix’s superior lubricating technology. The campaign was amplified through emotional storytelling and influencer partnerships to build global excitement and engagement.

1. Unleash the Power Within (Shanghai Activation)

• VIP Trade Partner Event: A private, high-end experience with Scuderia Ferrari drivers emphasized the premium quality of Shell Helix and showcased the synergy between the two brands. This created a strong emotional connection and reinforced the product’s technical advantages.
• Public Activation Event: Open to the public for two days at Zhang Yuan, Shanghai, the event featured interactive experiences such as:
  • Racing Simulators: Attendees tested Shell Helix’s claims of power and responsiveness in a virtual racing environment.
  • Reflex Wall Challenges: A gamified experience that demonstrated the responsiveness claim.
  • Visual Installations: A striking display symbolizing the Shell-Ferrari partnership, reinforcing Shell Helix as the top choice for high-performance engine technology.
• Content Amplification: Five pieces of digital content were created to extend the reach of the event, utilizing social media and digital platforms to amplify the campaign’s messaging.

2. Power Unleashed

• Sakhir Desert Challenge: The campaign captured the product’s performance in action, with the film emphasizing Shell Helix Ultra’s ability to increase engine power by 1.8% and responsiveness by 3.4%. The campaign’s highlight was the exhilarating high-speed race between Ferrari drivers Carlos Sainz and Charles Leclerc and a drone, set in the extreme conditions of the Sakhir Desert.
• Localization & Influencer Strategy: The campaign incorporated local influencers who played the ‘challenger’ role in the race against the Ferrari drivers. This localization approach allowed for a broader, more personalized reach, while amplifying the emotional appeal of the campaign through fan-based connections.
• Content Distribution: The video content was shared across digital channels, driving brand awareness globally. The influencer-driven strategy ensured the campaign resonated with a diverse, international audience.
• Strategic Alignment: Both campaigns adhered to Shell Helix’s communication framework:
  • Connect: Building brand awareness and differentiation.
  • Convince: Showcasing superior performance and product benefits.
  • Commercialize: Driving sales, market share, and trade recommendations.

Results

• Campaign Reach: The video campaign reached millions of viewers worldwide, with a strong emotional connection made with Ferrari fans and automotive enthusiasts. The use of influencers increased engagement by 15% compared to previous campaigns.
  Global KOL involvement – 6 markets
  Impressions in China – 18.5 Million
  TVC/OTV impression during Fl campaign - 1.398 Million
  Engagement in China - 215k+
  Reach in China – 479 Million
• Market Share: Shell Helix Ultra saw a +2% increase in market share in Fully Synthetic oils and narrowed the gap with Mobil in the OW segment, driving further sales growth.
• Content Performance: The film’s digital distribution achieved significant viewership, with a 30% higher engagement rate compared to previous product-focused videos.
• Brand Impact: Surveys post-event showed a 25% increase in consumer perception of Shell Helix as a premium, performance-driven engine oil.
• Attendance & Engagement: Over 20,000 visitors attended the two-day event, with high engagement in the interactive experiences. Digital content created from the event generated over 1 million impressions across social media platforms.

Shell Helix’s “Unleash the Power Within” and “Power Unleashed” campaigns showcased its leadership in engine oil technology and strengthened its partnership with Ferrari. Through immersive experiences, high-performance demonstrations, and emotional storytelling, the campaigns boosted brand awareness, consumer engagement, and market share. By aligning with Ferrari’s racing heritage, Shell Helix reinforced its premium positioning and global reach. These initiatives highlighted the brand’s innovation, superior product performance, and emotional connection with consumers, solidifying Shell Helix as the top choice for high-performance engine oils.

Media