Shell relaunches motorsports collection with campaign by Spinach
Shell has brought back its popular motorsports collection of remote-controlled cars, launching a campaign developed by Spinach across OTR and Reddy Express retail banners.
The announcement:
Shell’s popular motorsports collection of remote-controlled cars is back with a campaign created by Spinach. The all-new range of vehicles is rolling out now, with a different model available each week.
Developed by Spinach, the campaign is the first major promotion to run across both the On The Run (OTR) and Reddy Express retail banners.
Spinach executive creative director Dom Megna said: “We’ve been working with Reddy Express for a few years now and in that time have established a new brand platform and delivered work to support a number of promotions. It’s exciting to be a part of this milestone for the business with the first major promotion to run across both the Shell OTR and Shell Reddy Express brands.”
First launched in 2022, the Shell Motorsports Collection is a series of miniature cars made from die-cast steel, controlled via smartphone with gamification and engagement through the Shell Racing app. Each car comes with an electric engine and is powered by a rechargeable Bluetooth smart battery – available separately for just $8. The set includes the Shell V-Power Racing team Mustang Supercar, Scuderia Ferrari F1 75 and the Forze IX Hydrogen Racing model. For every $20 spent on Shell fuel or in-store, customers can purchase a model car for $18.
Shot at the Shell V-Power Racing Team headquarters, the campaign speaks to motorsport fans in their vernacular and features Shell V-Power Racing Team drivers Will Davison and Brodie Kostecki. Even racing legend Dick Johnson got back behind the wheel for the campaign, featuring heavily in social teasers.
OTR Group general manager – marketing Andrew Egan said: “We’re thrilled to bring the much-loved collectables series back, and this year, it’s even bigger and better. This is a truly unique and distinctive promotion for OTR and Reddy Express, with the exclusivity and limited availability, as well as the interactive Bluetooth-enabled gamification aspects of the promotion making it a hit with all ages, collectors and gamers. Spinach has done a great job in realising this with the end-to-end campaign.”
A key creative and technical challenge was achieving miniature believability for the toy race cars. Ultimately, the campaign came to life through a combination of live action and CGI, with each car being recreated from CAD drawings by the animation wizards at Cadre Pictures.
Spinach creative director Justin Groves added: “Shooting real remote-control cars posed significant control and surface challenges, but the CG approach allowed for precise, dynamic action with full creative flexibility.”
The campaign began with a series of social teasers leading to a 15-second TVC, radio, point of sale, out of home and Shell V-Power Racing Team transporter livery with presence at Bathurst 1000. Additionally, the campaign was extended via a partnership with the Today show on Channel Nine, as well as promotion across the Nova radio network.
The campaign is the latest instalment from Spinach for Viva Energy, following the agency’s appointment to help manage the transition from Coles Express.
Source: Spinach
