In an industry where lubricants often lack distinct differentiation, Shell Helix Ultra leveraged the long-term partnership between Shell and Ferrari to deliver a bold and emotionally charged campaign. Titled "Power Unleashed", the campaign connects the technical excellence of Shell Helix with the power of Ferrari engines, while celebrating the emotional and functional benefits of the product.
With Ferrari’s engineering expertise and Shell Helix Ultra's ability to unleash more power within engines, the campaign brings to life the theme: Unleash the power within yourself, to overcome challenges laid before you on the track, the road and in life.
The Power Unleashed campaign was built around clear objectives aimed at both emotional connection and commercial impact:
The Power Unleashed campaign adopted an innovative, modular approach to filming and distribution. By initially concealing the identity of the ‘challenger’ setting the task for Carlos Sainz and Charles Leclerc, the film maintained a high level of mystery and excitement. This enabled a tailored approach where local influencers could be integrated into the film, each playing the ‘challenger’ role.
This localization strategy not only allowed the campaign to resonate with specific regional audiences but also helped extend the reach of the campaign by leveraging each influencer's fanbase across social media platforms. The use of influencers further amplified the campaign’s emotional appeal, as fans connected with their favorite personalities within the context of Shell Helix Ultra’s performance benefits.
Just days before the Bahrain Grand Prix, Shell invited Ferrari drivers Carlos Sainz and Charles Leclerc to the Sakhir Desert to take on the ultimate test: a high-speed chase against a drone, demonstrating the superior performance of Shell Helix Ultra in extreme conditions. The film captures this extraordinary challenge while showcasing the product’s technical advantages—enhancing engine power by 1.8% and responsiveness by 3.4%.
The campaign was structured around Shell Helix's Communication Framework to ensure strategic alignment at every stage:
The campaign's innovative use of influencers, emotional storytelling, and technical demonstrations has been instrumental in generating excitement and awareness for Shell Helix Ultra. By leveraging the powerful connection between Ferrari, its drivers, and the performance of Shell Helix Ultra, the campaign successfully blended product facts with emotional engagement, strengthening brand loyalty and achieving business objectives.
The Power Unleashed campaign represents a groundbreaking approach to showcasing product performance in a category traditionally dominated by functional messaging. By combining Ferrari’s racing legacy with the technical prowess of Shell Helix Ultra, the campaign captivated audiences and delivered measurable impact—strengthening Shell’s position as one of the top leaders in the engine oil category.
Please see the confidential section for specific results.
