But Shell was facing a huge challenge. The majority of their customers did not understand the difference between V-Power and regular fuel. This was primarily due to technical and complex product description. When the consumers had difficulties with understanding the benefits of V-Power, it was harder to justify the extra costs associating with changing to V-Power. Previous V-Power campaigns showed that tactical campaigns generated trials, but consumers had a tendency to go back to regular fuel within a few months. To feel an effect, the drivers should use V-Power exclusively for three months.
To overcome these barriers, we choose to communicate in eye height with the consumers by using testimonials. Real V-Power consumers – not actors – should advocate for V-Power in their wording. Instead of having a technical product focus, we choose to zoom-in on the relationship between the consumer and their car – and why they are using V-Power. To include the technical benefits and product facts, we asked a former racing driver and TV-commentator, Nicolas Kiesa.
We managed to create a campaign focusing on the values that the Shell brand always has stood for – high quality and performance. But by taking a more emotional approach we managed to captivate the audience’s attention. Visit our campaign site here.