Shell Helix: World XuGenBao

Shell Helix, a leader in the passenger car lubricant market, wanted to lift its brand preference in China and enhance its premium imagery.

Campaign details

Brand: Shell HelixBrand owner: ShellLead agency: MediaComContributing agencies: Tencent, CivilizationCountry: ChinaIndustries: Tyres, fuel, accessories, servicesMedia channels: Competitions & contests, Online video, Point-of-purchase, in-storeBudget: 1 - 3 million

Executive summary

Shell Helix wanted to heighten its brand preference and imagery in China. It needed a media vehicle that would generate positive word of mouth and sentiment.

Helix aimed to strengthen its quality assurance of 99.5% purity through 40 years of scientifically proven proposition. It wanted to remind consumers that Shell Helix is a heritage...

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