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...