Client: Shell Global
Brand: Shell Helix Oils
Shell Helix Ultra was a breakthrough product. It wasn't just a lubricant. It had something called 'Active Cleansing Technology' - it kept your engine clean.
We had a great story to tell but we needed to tell it in 20 different languages in over 45 markets. And whilst cleanliness was a great rational benefit, we also needed to engage our target emotionally to cut through in a cluttered marketplace.
Across the world our audience was united by their love of the raw power that cars, engines and machines possess. There's more for them to engage in with dirt and noise than the world of shiny and clean.
Our idea was to take a filthy rally car - and cut it in half, revealing its shiny, clean engine. We signed this off with a simple line 'Clean on the inside'. This iconic image and line was used across all media across all markets.
On the back of our success with the Autumn campaign (which doubled Bloom’s customer numbers), we wanted to end the year with a bang. Beyond (our media friends) developed a brave TV strategy around just two days; Christmas Eve and Christmas Day (to capitalise on new phones gifted) and we needed an ad to match. Introducing Bee Band. Inspired by the bee character at the centre of Bloom fm’s UX, we created Bee Band and a music promo for up and coming New York band, Javelin. We thought it’d make a nice antidote to the usual death-by-sofa-sale ads. It’s created quite a buzz (sorry) on the social networks (the lifeblood of our target audience) so things are looking good – we’ll report back with how we get on. Enjoy!
At eighty-one years of age, Alan Bonner is a life long Tour de France fan. He regularly clocks up 80-100 miles of cycling each week and is an avid hill climber.
Since retiring, he’s ridden up some of the most notoriously difficult mountains in previous Tour de France races, including the Alpe d’Huez and Mont Ventoux – all on his Paris Tour de France racing bike, bought in Stoke Newington, London in 1949.
With roughly 40-50 thousand miles already covered by this elegant 65 year old steed, we join Alan as he’s about to tackle one of the Tour de France’s toughest climbs in Yorkshire: Buttertubs Pass.