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Shell Launches Industry-Leading Marketing Campaign for Shell Helix Engine Oil
In order to find out how Shell Helix Ultra would perform in some of the harshest environments in the world, Shell has partnered with Discovery Channel to create a three-part television series in which Hollywood stars, paired with professional drivers, tackle the freezing wilds of Siberia, the baking Taklamakan desert in China and the dense jungles of Malaysia. This innovative marketing campaign, called “Shell Helix Driven to Extremes”, also has a strong digital dimension, including mobile apps, a Facebook game and a dedicated YouTube channel, with behind the scenes footage and details on the vehicles, the engines and the all-important oil.
“We are delighted to share this real-life test of Shell Helix Ultra,” said Colin Abraham, Vice President Marketing, Shell Lubricants. “It is one thing to say that your engine oil can stand up to extreme challenges, but quite another to go to these intense locations, test and prove it on screen. It was a fantastic experience for us and I hope audiences will enjoy following the challenges and the triumphs in the three TV episodes. We are airing the series in 75 countries from March 2013. If you watch, you will see just how much the crews relied on the technical performance of the oil to keep their engines going, and to get home safely.”
In the first episode, the actor Tom Hardy, star of “The Dark Knight”, is paired with F1 legend Mika Salo. They head along the Kolyma Highway or “Road of Bones” in Siberia, where temperatures can drop as low as -60 degrees Celsius. Then, the actor Henry Cavill, star of “Superman”, is paired with MotoGP champion Neil Hodgson. They travel to China’s Taklamakan desert, known as the “desert of death” due to temperatures of over 40 degrees Celsius. The final episode sees the return of F1 driver Mika Salo, this time paired with Oscar-winning actor and star of “The Pianist” Adrien Brody. They tackle the unforgiving Johor jungle in southern Malaysia during monsoon season, facing local wildlife, torrential rain and mudslides.
Initial digital content accompanying the series is now live at www.youtube.com/shellhelix , lifting the lid on the making of the television episodes with exclusive clips. It also provides more on the vehicle, purpose-built , and the technical performance of the engine oil, which is being stretched to the limit. Dan Korn, Senior Vice President and Head of Programming at the Discovery Channel said, “We were pleased to work with Shell on this exciting campaign. Driven to Extremes combines two of Discovery’s best-loved genres in a high octane adventure series, featuring some famous and highly entertaining celebrities. This is what Discovery is all about. We’re enormously proud of this series.”
Notes to editors
- Shell owns market leading brands in many countries and segments. These products are available in more than 100 countries worldwide. Shell has a consistent range of automotive, transport, industrial, grease and transmission fluid brands available on a global basis. Each brand has a number of different formulations.
- Shell’s premium passenger car brand is Shell Helix, for all markets outside of North America. Shell Helix is formulated to improve performance in three key ways: it helps to keep the engine clean, minimise friction and combat wear.
- Shell Helix Ultra removes up to five times more dirt and sludge, protects up to three times better and reduces up to twice as much engine wear as normal mineral oils. This protection is measured in oxidation test.
- Shell Helix Ultra motor oil, developed in cooperation with Scuderia Ferrari in Formula One, delivers up to three times better protection for everyday engine, against an normal mineral oil in oxidation tests.
About Shell Lubricants
The term “Shell Lubricants” collectively refers to Shell Group companies engaged in the lubricants business. Shell sells a wide variety of lubricants to meet customer needs across a range of applications. These include consumer motoring, heavy-duty transport, mining, power generation and general engineering. Shell’s portfolio of lubricant brands includes Pennzoil, Quaker State, Shell Helix, Shell Rotella, Shell Tellus and Shell Rimula. We are active across the full lubricant supply chain. We manufacture base oils in eight plants, blend base oils with additives to make lubricants in over 50 plants, distribute, market and sell lubricants in over 100 countries.
We also provide technical and business support to customers. We offer lubricant-related services in addition to our product range. These include: Shell LubeMatch –the market leading product on-line recommendation tool, Shell LubeAdvisor - helps customers to select the right lubricant through highly trained Shell technical staff as well as online tools, and Shell LubeAnalyst - an early warning system that enables customers to monitor the condition of their equipment and lubricant, helping to save money on maintenance and avoid potential lost business through equipment failure.
Shell’s world-class technology works to deliver value to our customers. Innovation, product application and technical collaboration are at the heart of Shell lubricants. We have leading lubricants research centres in Germany, Japan (in a joint venture with Showa Shell), the UK and the USA. We invest significantly in technology and work closely with our customers to develop innovative lubricants. We have a patent portfolio with 150 + patent series for lubricants, base oils and greases; more than 200 scientists and lubricants engineers dedicated to lubricants research and development.
Customer benefits include lower maintenance costs, longer equipment life and reduced energy consumption. One of the ways we push the boundaries of lubricant technology is by working closely with top motor racing teams such as Scuderia Ferrari. These technical partnerships enable us to expand our knowledge of lubrication science and transfer cutting-edge technology from the racetrack to our commercial products.
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