WE TOOK VIEWERS TO EXTREMES ON TV, ONLINE AND MOBILE

We created “Driven to Extremes”, a 3-part TV series designed to showcase the world’s toughest driving challenges.

Part travelogue, part endurance test, each programme was an acid test for the lifeblood of a car engine: the oil, Shell Helix.

Each 44-minute episode showed Helix performing in the roughest conditions and was presented by Hollywood A-listers/motor sport duos, like Batman star Tom Hardy and F1 legend Mika Salo.

Broadcast on Discovery Networks, the programme was amplified via Shell Helix’s YouTube page, with behind-the-scenes footage, celebrity interviews and technical info.

We used interactive video content units to hyper-target consumers and serve rich media experiences to markets not used to dynamic content (due to slow internet speeds).

We backed up content with an exciting mobile driving game, while Facebook mini-games mirrored actual segments from the show – like changing tires and vehicle batteries.

THE RESULTS WERE EXTREMELY IMPRESSIVE

Consumers who saw our content were 50% more likely to say Shell Helix was a unique motor oil brand.

Top of mind awareness rose by three-fold or more in key markets

Consumers claimed they were 30-40% more likely to purchase Shell Helix.

We increased views on the Shell Helix YouTube channel from 2.2m to 6.8m.

We generated nearly $5.4m of PR value in the first two weeks of activity, primarily among sites of interest to our primary auto influencer media community.

The show has exposed Shell’s message to a potential 315m households globally.