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Iris

Core disciplines: CRM/Customer engagement, Digital, Integrated marketing, Public relations (PR)

Shell V-Power LEGO

Partnering with the world’s #1 toy company

 

Average global sales uplift of 7.5% on Shell V-Power (KPI was 2%)

Brand preference increased by 34% in top 19 markets (excluding US)

Helped to deliver promise to be the world’s best fuels retailer & #1 lubricants supplier for 6th year

Fusing the emotional connection we all share with the world’s #1 toy company, with the allure of the world’s most aspirational car brand to create a global promotion that lives beyond the forecourt

The Challenge

In a highly competitive market place with high volumes and low margins, maintaining premium pricing for Shell V-power (Shell’s high-performance fuel option) required more than a quality story to create real product differentiation.

All of Shell’s competitors were discounting, which is a race to the bottom in an already commoditised market. We needed to provide consumers across the globe with an additional reason to not only make Shell their petrol retailer of choice but to trade up to a more performance based (and higher priced) fuel option when they arrived.

Our Approach

We decided to transform the existing Shell/Ferrari deal and broaden the appeal of its creative outputs by bringing on a new long-term partner. That partner was LEGO.

We fused the emotional connection we all share with the world’s No. 1 toy company (LEGO), with the allure of the world’s most aspirational car brand (Ferrari), plus the world’s most iconic fuel brand (Shell) to create a global promotion that lives beyond the forecourt.

The result was a range of miniature Ferrari LEGO cars that were not available anywhere else in the world, other than through the purchase of Shell V- Power. We developed a multi-channel campaign for TV, social, digital, experiential and traditional print starring Ferrari’s F1 team and LEGO’s playability.

The campaign launched in Hong Kong and Singapore, South America, Europe, Asia and South Africa. Customer loyalty increased by up to 52% in some markets, Shell V-Power penetration also increased from 18% to 21%.

The bar was set extremely high for the second Shell V-Power LEGO promotion and so instead of only using our own imagination, we used something far more powerful – the world’s.

We launched the integrated campaign by inviting people around the world to “Get Building!” and delivered the message globally through TV, print, online animated films and an array of social content. Using the hashtag #ReadySetBuild people were able to share their own creations and to share in the creations of others from around the world. 

 

Results

Average global sales uplift of 7.5% on Shell V-Power (KPI was 2%)

Brand preference has increased by 34% in the top 19 markets (excluding the US)

Helped to deliver a promise to be the world’s best fuels retailer and the No.1 lubricants supplier for the 6th year running 

 

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