Shell unveils new fuel with 360-degree campaign

The brand has partnered with the Blue Jays to amplify the launch of its new gasoline and reach luxury vehicle owners.

Shell is launching a new premium gasoline through a 360-degree campaign and sponsorship agreement with the Toronto Blue Jays.

The “Performance Unbound” campaign shows that the new gasoline, V-Power Nitro+, is Shell’s highest performing fuel to date, eliminating up to 100% of deposits that reduce vehicle engine performance. The media plan includes OOH advertising, as well as spots on TV, digital media, social media and influencer channels featuring high-performance athletes breaking free of any strings that might bind them. It’s a metaphor for the new fuel.

The company is also rolling out a branded truck at different service stations across the country. The trucks include a series of interactive and educational activities where customers can learn about the brand’s history and its partnerships with brands such as Ferrari and Ducati.

“We wanted to have the most robust media plan to reach our target audience and convince them through compelling storytelling that not all premium fuels are the same and that the new enhanced performance benefits of Shell V-Power Nitro+,” Kent Martin, general manager Mobility Canada, VP and director at Shell Canada, tells MiC.

The campaign is in line with Shell’s current brand approach, which is seeking to highlight the performance of its gasoline, says Martin. “It aligns with existing messaging of innovation and working to meet evolving vehicle and customer needs,” he says, adding that its target audience is Canadians who own luxury vehicles, many of whom are Millennials and Gen X.

According to Martin, the company also partnered with the Blue Jays to reach those customers while maximizing the brand’s exposure across the country. “The Toronto Blue Jays represent an entire nation, with passionate fans from coast to coast. Partnering with them gave Shell an unparalleled opportunity to connect with Canadian fans in an engaging and unique way,” he says.

Under the sponsorship, Shell will place animated signage in various locations throughout the stadium, including in the concourse area and in the suites. The brand will display ads on the railing and the back wall of the visitors’ dugout, as well as behind home plate at some games.

The agreement also extends outside the arena, with discounts on fuel and other items on game days. These offers will be available during the regular season and exclusively to Shell Go+ customers. The sponsorship will also allow Shell to obtain national marketing rights and the ability to use the Toronto Blue Jays’ brands within convenience stores.

Havas Canada handled media buying and VML was behind the creative.