Shell V-Power aims to encourage Aussies to ‘Fuel the Feeling’ via Sense
Viva Energy Australia, the licensee of the Shell brand in Australia, is continuing its push to make its flagship brand, Shell V-Power, the number one choice among fuels with the launch of a national advertising campaign.
Through a series of five 15-second TVCs, a range of real-life scenarios describe relationships between drivers and their passengers, drawing a comparison between the care people show for their cars and the care people show for their family and friends. The campaign will appear in broadcast, outdoor and digital media, as well as point-of-sale.
The new campaign builds on the work delivered by Viva Energy’s creative agency Sense in 2021, which premiered the theme Fuel The Feeling. This year, the agency was asked to explore relatable, everyday moments that would further develop the theme.
Shell V-Power 98 is a fuel designed to clean away gunk and deliver unbeatable protection for car engines.
“Our aim is to increase preference and penetration of Shell V-Power in the premium fuels market by expanding the audience to the everyday motorist,” explains Viva Energy general manager, marketing, Andrew Egan.
“Our long-established links with motor racing highlight the product’s performance benefits. We hope that by aligning the quality of the product with the quality of people’s experiences when using it, more people will choose to make Shell V-Power an everyday purchase.”
Sense strategic director, David Whiteside, explained the concept: “Showing insight-driven, relatable moments of joy between people can help to build trust and connection with the brand, which in turn can drive loyalty and sales beyond the existing market of car enthusiasts.”
Sense presented 15-second executions to maximise the media buy. “Fifteen seconds just goes further, on television but also online,” says David. “The fact that the ads convey a strong emotional connection in such a short time is a credit to our creative team and to Bill Irving, the director.”
CREDITS:
Client: Viva Energy Australia
Executive General Manager – Consumer: Megan Foster
General Manager Marketing: Andrew Egan
Retail Fuels Marketing Manager: Gisella Spedicato
Creative Agency: Sense
Strategic Director: David Whiteside
Creative Director: Guillaume Roux
Copywriter/Art Director: Peter Milne
Producer: Georgina Toole
Senior Account Manager: Talia Croucher
Production: Yah Yah Films
Director: Bill Irving
Producer: Annalise Menzel
Producer: Anna Bardsley-Jones
Sound: Front Of House
Edit: Mr Fox
Media Agency: Hearts & Science (Melbourne)
Managing Director: Richard Smith
Business Director: Debbie Moxon
Planning & Investment Manager: Elloise Wilson
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