Shell V-Power Perth Launch
The Client
Shell
The Project
Shell V-Power Perth Launch
The Timing
2011
The Description
Over five fun-filled days of engaging events in Perth, Cuckoo Creative produced and managed the launch of Shell’s new V-Power fuel brand targeting staff, public, media and motoring enthusiasts groups.
We constructed ‘Shell V-Zone’; an interactive venue to excite guests about the new product, educate them with key messages and deliver a memorable and positive brand experience. V-Zone featured slot car races and F1driving simulators to encourage attendance and engagement. Relevant communications at the event were vital. Presentations were integrated to ensure the right messages were heard loud and clear. It created a (mostly!) friendly competitive environment.
- Day 1 – Coles Express Staff Engagement
This event was key to engaging Coles Express staff during and after the launch of Shell V-Power. It aimed to communicate, motivate, reinforce key messages and build enthusiasm about V-Power to Coles Express site and regional area managers. - Day 2 – Media & Blogger Engagement
VIP event targeting 20 influential media representatives and bloggers. These people had power to create a rippling effect to other motoring enthusiasts, so we had to show them a great time. Our aim was to generate a large amount of publicity and PR. - Day 3 – Shell Development Australia Engagement
200 Shell staff from Perth were invited into the V-Zone. It was all about getting them excited, educated and giving them a great day out. - Day 4 – Motor Clubs & Shell V-Power Club Engagement
1,500 people from both WA motor clubs and members of the Shell V-Power Club were treated to a day out. This provided the opportunity to create interest and awareness of the fuel to a targeted group of car lovers. - Day 5 – Barbagallo Family Day
5,000 friends of the Barbagallo Motor Group (BMG) spent the day at the V-Zone. BMG is the local Ferrari partner organisation the only major premium car group in WA. Connecting with exotic car owners provided the opportunity to create interest and awareness of the fuel in some seriously high involved customers (they really, really like their cars).
The Most Interesting Bit
With the event running over five days, it could have easily started to feel like Groundhog Day for our team. This certainly was not the case for the fact that we had designed each day as a stand-alone event to connect with unique target audiences. This involved a lot of pre-planning and taking the time to really understand the needs, desires and motivations of each group. Some would say ‘Marketing 101’; we say that it’s just a necessity to intimately understand your market.
While in Perth, Cuckoo also had the opportunity to deliver and project manage the Shell stand at the 2011 Perth Motor Show. Almost 30,000 people attended the three day event and flocked to the Shell stand to enjoy the F1 show car and a Ferrari road car on display. They couldn’t get enough of the interactive experiences installed, including racing simulators, touch screens and giveaways that included a highly prized 1:38 scale model Ferrari.
The Results
It was a complex series of events that we delivered on time and on budget. Each day we delivered a bespoke event, perfectly targeted to the individual interests of the audience. The client was delighted with the level of engagement by customers, and with the number of customers who signed up to the V-Power Club.
