Shell V-Power continues to ‘Fuel The Feeling’ with launch of latest campaign via Sense

Viva Energy Australia, the licensee of the Shell brand in Australia, is continuing its push to make its flagship brand, Shell V-Power, the number one choice among premium fuels with the launch of a national advertising campaign via creative agency Sense.

The new campaign builds on the work delivered by Sense in 2021, which premiered the theme FUEL THE FEELING. This year, the agency was asked to explore relatable, everyday moments that would further develop the theme.

Through a series of five 15-second TVCs, a range of real-life scenarios describe relationships between drivers and their passengers, drawing a comparison between the care people show for their cars and the care people show for their family and friends.

VIEW THE EARLY START SPOT
VIEW THE LYCRA SPOT
VIEW THE BACK TO SCHOOL SPOT
VIEW THE FATHERS DAY SPOT
VIEW THE P-PLATES SPOT

Shell V-Power 98 is a premium fuel designed to clean away gunk and deliver unbeatable protection for your engine. Car enthusiasts understand the benefits and embrace the brand, but as it can help improve the performance of most modern cars, more people might appreciate its value.

Says Andrew Egan, general manager marketing at Viva Energy: “Our aim is to increase preference and penetration of Shell V-Power in the premium fuels market by expanding the audience to the everyday motorist.

“Our long-established links with motor racing highlight the product’s performance benefits. We hope that by aligning the quality of the product with the quality of people’s experiences when using it, more people will choose to make Shell V-Power an everyday purchase.”

David Whiteside, strategic director at Sense, explains the concept: “Showing insight-driven, relatable moments of joy between people can help to build trust and connection with the brand, which in turn can drive loyalty and sales beyond the existing market of car enthusiasts.”

Sense presented 15-second executions to maximise the media buy.

Adds Whiteside: “Fifteen seconds just goes further, on television but also online,” says David. “The fact that the ads convey a strong emotional connection in such a short time is a credit to our creative team and to Bill Irving, the director.”

The campaign will appear in broadcast, outdoor and digital media, as well as point-of-sale.

Client: Viva Energy Australia
Executive General Manager – Consumer: Megan Foster
General Manager Marketing: Andrew Egan
Retail Fuels Marketing Manager: Gisella Spedicato
 
Creative Agency: Sense
Strategic Director: David Whiteside
Creative Director: Guillaume Roux
Copywriter/Art Director: Peter Milne
Producer: Georgina Toole
Senior Account Manager: Talia Croucher
 
Production: Yah Yah Films
Director: Bill Irving
Producer: Annalise Menzel
Producer: Anna Bardsley-Jones
Sound: Front Of House
Edit: Mr Fox
 
Media Agency: Hearts & Science (Melbourne)
Managing Director: Richard Smith
Business Director: Debbie Moxon
Planning & Investment Manager: Elloise Wilson