Case Study: Shell boosts Shell Helix awareness with MediaCom’s "Driven to Extremes" campaign

Driven to Extremes

The customer, Shell, faced the challenge of making its Helix motor oil brand stand out in a category often considered dull and invisible, where purchase decisions are typically made by garages. The goal for vendor MediaCom was to make drivers consciously choose Shell Helix, particularly when they were paying attention to their oil ahead of extreme journeys or long trips.

MediaCom's solution was to create "Driven to Extremes," a three-part TV series that put Shell Helix to the test in the world's toughest driving environments. Partnering with Discovery Networks, the campaign provided entertainment and technical content that was extended through YouTube, mobile, and Facebook games. The results were significant, with viewers 50% more likely to see Helix as unique and 30-40% more likely to purchase it. Top-of-mind awareness rose three-fold in some markets, and the program's success led to it being broadcast in over 90 territories.

Shell

Shell