How can Shell Rotella launch a new motor oil for a brand who is new to the category in an already saturated market?
Simplify consumers’ choice of motor oils by forcing them to identify as either a car owner or a truck owner, then create a category only Shell Rotella can occupy.
Our launch spot created white space between car oil and truck oil by turning a mirror on our consumer’s behavior.
We engaged a younger audience through a clever misdirection and a rare emotional play in the motor oil category.
Print ads disrupted car enthusiast magazines and affirmed truck owner’s choice in publications tailored to their hobbies and interests.
To make our point, we debuted an oil that’s not for cars at SEMA, one of the world’s largest car shows.
At auto parts store parking lots, and just before purchase, we demonstrated our message through this experiential activation.
Shell Rotella sales beat
YTD goals by 237%
Installers increased orders
for Shell Rotella by 137%
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