Using emotive communication, Shell Helix wants to establish itself as the preferred brand for motor oils around the world and convert high brand awareness into sales.
The novel idea behind the new Shell Helix campaign is to compare the effects of its motor oils on a car's engine to what a refreshing shower or spa treatment does to the human body. Both revive, rejuvenate and refresh with the result that one enjoys an invigorating, comfortable after-shower feeling. On the other hand, the analogy being made is that the car will experience the exact same "emotion" of a just serviced feeling (as if it has just been serviced) after using Shell Helix.
This clear shift to emotional rather than functional appeal of the brand will be followed throughout all campaign elements: above-the-line, below-the-line, strategic public relations and internal communications to Shell employees. The campaign message "Shell Helix motor oils give your car that just serviced feeling" combined with its theme "Revive, rejuvenate, refresh" are encapsulated in emotive impressions on the beach with tranquil music (TV/radio ad) and refreshing photography for all printed communication. Water as symbol for refreshment is the central theme for all designs and the music.
While the trade and media launch have already taken place in November, the brand ads on TV as well as the below-the-line campaign at the Shell forecourts and other retail stockists will break on 6 December to be followed by the start of the print ads on 9 December and radio ads on 13 December 2004. JWT Cape Town (ATL), rmg:connect (BTL) and Total Media (PR) are responsible for the South Africa adaptation of this worldwide campaign.
