HOUSTON -- Shell Oil Products US launched a $30 million marketing campaign on June 19 to communicate that all gasolines are not the same.
The summer campaign touts that Shell gasolines exceed government standards as well as meet standards introduced by top automakers. The standard, to which the campaign alludes, is the voluntary TOP TIER Detergent Gasoline standard introduced by BMW, GM, Honda and Toyota.
The new campaign will include advertising, point-of-purchase (POP) materials and a Million-Gallon Giveaway sweepstakes.
The advertising will include 15- and 30-second TV commercials that will feature a pole-vaulter preparing to jump over a crossbar set in the highest position possible. The commercial, which will air during popular network and cable programming, was created by advertising agency JWT. The advertising plan also includes national radio ads with additional radio and outdoor support in key Shell markets. Online and print advertising will also appear in general interest, lifestyle and automotive outlets such as Yahoo! and Car & Driver magazine.
A comprehensive POP program, including pump toppers, column banners, in-store materials, and pole and yard signs will be on display at more than 13,000 Shell stations nationwide.
Starting July 31, 15-second TV and radio ads will begin airing to support a gasoline giveaway promotion Shell will launch to generate traffic to its locations. The Shell Million-Gallon Giveaway promotion gives consumers a chance to win more than 200,000 prizes through a scratch-and-win sweepstakes at participating Shell U.S. locations (void in Maryland, New Jersey, Virginia and Puerto Rico). Six grand-prize winners will receive Shell gasoline for life and more than 200,000 consumers will receive a $10 Shell gasoline gift card. The sweepstakes will run from July 31 to Oct. 1, 2006.
According to Karen Wildman, brand and communications manager for Shell, nearly all eligible Shell sites have elected to participate in the sweepstakes, which far exceeds the anticipated participation goal. We know this is an extremely relevant promotion for consumers because we tested a variety of innovative concepts, and winning a lifetime supply of gasoline was by far the most compelling, she said. It's thrilling to have such tremendous buy-in from our wholesalers and retailers because it means they agree that this promotion will drive traffic to their sites.
The summer promotion is part of an overall marketing plan focused on providing tools to consumers to help them get the most out of every gasoline purchase. Previous activities this year included the Take Your Pick promotion that rewarded new Shell Card holders for their fuel purchases and the FuelStretch program, which provided money-saving tips to everyday drivers.
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