Shell at Top Gear Live

The Client




The Project

Shell is a sponsor of Top Gear Live; an arena event based on the internationally popular television show starring Jeremy Clarkson, James May and Richard Hammond. Clarkson and May hosted the ‘show’, ably assisted by local celebrity and rev-head, Shane Jacobson. We were all very excited to be given the chance to once again prove our event management expertise and project manage three Top Gear Live events in 2011 for Shell in Brisbane, Melbourne and Perth. In each city we constructed what we called the ‘Shell V-Power Dome’; a 15m inflatable dome structure that provided a strong branding opportunity for Shell and aimed to increase awareness of Shell V-Power and recruit for the Shell V-Power Club, a premium loyalty club created for passionate motorists. The intent was to provide an inviting and engaging environment that reached a large percentage of the Top Gear Live crowd. The Shell V-Power Dome housed racing simulators [knows as V-Pods] and included giveaways [scale model Ferraris], some great tunes and friendly promo staff. As an added treat in Brisbane, the V-Power Dome also featured a V8 Supercar on display and a V8 driver appearance by the Dick Johnson Racing Team. It was Grand Prix time in Melbourne so some hot wheels were also on display: an F1 showcar and two Ferraris – a 2010 California and a 2007 F430 Coupe! Cuckoo Creative’s job for the duration of each event was to represent Shell and encourage goodwill towards the brand, Shell V-Power and the Shell V-Power Club. From a promotional point of view, Top Gear Live patrons were encouraged to sign up to the Shell V-Power Club for their chance to win a Prancing Horse Ferrari Drive Day Experience. We also ensured the abundance of merchandise and printed collateral was distributed. Other objectives of the event series were to create awareness, publicity and generate significant PR for Shell.

The Interesting Bit

Extreme heat was a challenge during the Perth event. With high temperatures across the four days, keeping everybody cool [figuratively and literally] was a major issue. We made sure everyone, staff, guests, VIPs and public alike were taken care of, and despite the searing heat the event went off without a hitch. Unlike many events of this scale that we produce, Cuckoo were only given a short lead-in period from design to delivery. Our team’s skills were put to the test but despite the unusually short turn-around time, we were able to smoothly deliver a complex and successful program.

The Results

The temporary inflatable structure was a great success and was an economical and effective way to economically build a mobile, custom, branded space. The magnitude of the customer data collection was a huge surprise for Shell. This has continued to deliver opportunities for them to market to this passionate audience year after year.