Agency: JWT London
Shell UK has embarked upon its most significant marketing campaign for 10 years to support the launch of its New Regular Fuels - Shell FuelSave Unleaded and Shell FuelSave Diesel - which include the company’s most advanced fuel economy formula to date.
Shell will support the launch with a multi-million pound investment in a heavyweight and fully integrated marketing campaign. The campaign is built around claims of a single key customer benefit common to both fuels: a saving of up to one litre per tank, at no extra cost.
Adverts hit TV screens via a series of 30 second slots. The creative, developed by JWT, centres around Shell scientists to reflect the company’s heritage and expertise in technical innovation. Advertising will also run across radio, print, online and large format channels.
The launch will be supported by a multi-layered PR programme developed by Edelman and spearheaded by cricketing legend, Andrew ‘Freddie’ Flintoff.
“We understand that our customers are concerned about the costs of motoring, especially in the current economic climate, said Marketing Director of Shell UK Retail, David Wood.
“As such, we have been working hard to develop new technology to enable all motorists to spend less on fuel no matter what car they drive. The launch of our new Shell FuelSave fuels therefore represents a fantastic technological breakthrough of which all of us at Shell are incredibly proud. “
He added, “Shell FuelSave is an industry first: a branded and differentiated maingrade fuel delivered to customers at no extra cost, which we are supporting with our biggest multi-channel media campaign for years.
“We believe that this will be a significant milestone for the fuels industry and we are proud to be leading the way in offering every driver a real choice when it comes to saving money on petrol.”
The launch marks the latest step in Shell’s ongoing efforts to promote greater fuel efficiency throughout its global marketing and communications activity.
Other recent initiatives include the hunt for Europe and Asia’s Smartest FuelSavers at Shell Eco-marathon events in Germany and Malaysia earlier this year.