The Global Shell Helix team approached us with a brief to drive trial and repeat purchase of Helix Motor oil by leveraging Shell’s 60-year technical partnership with Ferrari. We saw a great opportunity to bring our digital and gaming expertise to the fore by creating an innovative and immensely playable on-line competition ‘The Shell Helix Track Design Challenge’.
The idea challenged the client’s initial request for a global scratch-card promotion, and provided a compelling, online game, which could be implemented across all global markets with ease. Customers were given the chance to design their own racetrack with our specially created, online track design tool. The best track designers won a real racetrack to play on with first prize being a driving experience at the Ferrari test track in Maranello, Italy. This was the first ever global online promotion for Shell and formed part of a successful integrated campaign that ran across pack, forecourt POS and online.