Shell: Velocita

Shell: Velocita

This paper explains how Shell formed a partnership with The Marketing Store to create and implement a global promotion to shift attitudes and behaviours of those consumers with no strong preference for Shell fuels. The strategy was to leverage Shell's technical partnership with Ferrari by creating a range of scale-models featuring functions that represented key benefits of Shell V-Power. The models were developed in tandem with a 360° communications campaign. Sales promotions of the Ferrari model cars in conjunction with Shell's premium grade V-Power petrol resulted in significantly increased volume uplift - across 50 plus markets - from the previous year and proven to be the most successful global promotion for Shell