Initiative created by monkey-land features influencers, media pieces, advertisements for YouTube and OOH
Razen, Shell’s licensee in Brazil, will promote the “First Fuel Test Drive in Brazil” this Thursday (21). In the action, the company will offer the opportunity for a thousand consumers in São Paulo to top up their vehicle tanks with Shell V-Power with a discount of up to R$300.
Entitled “V-Day: Shell V-Power Test Drive Day”, the initiative created by monkey-land invites the public to follow the company’s social networks and search for “Shell V-Power Test Drive” on the internet.
“Although it is common to take a test drive when buying a new car, the choice of fuel is often made automatically. To challenge this practice, it is essential to encourage and offer a practical experience so that people can understand the difference that Shell V-Power can make in their vehicles. We therefore decided to provide this incentive to a thousand consumers, allowing them to experience first-hand the impact on renewing the car’s performance and learn about the benefits of Shell V-Power”, said Ricardo Berni, executive director of marketing and media Razen fingerprints.”
The campaign will also feature a “mini-reality” that follows the routine of five selected consumers during “V-Day” who will have the chance to win a month’s supply of Shell V-Power directly at the station.
The communications strategy will encompass influencers, media pieces and advertisements for YouTube, with an emphasis on digital media and social networks. Furthermore, the campaign will be present in Out of Home.
“The campaign wants to bring the opportunity for people to participate in the first fuel Test Drive in Brazil. They usually do these tests when they buy a new car and, now, they will be able to do the same with their fuel. A movement that generates a real benefit for the people winning and which arouses the curiosity of other consumers”, added Toni Fernandes, partner and creative director at monkey-land.
