Shell V-Power Launch

The Client




The Project

Shell V-Power is the premium fuel brand that many Australian motorists knew as Shell Optimax. It is a high density, high performance, new formula 98 octane; suitable for your sportier type of car. We were commissioned by Shell to produce and deliver the launch of the brand throughout Australia. Launch events were meticulously planned for Sydney, Brisbane, Melbourne and Adelaide, as well as a number of regional towns that hosted Shell refineries and depots. Creative conceptualisation, event design and pre-production co-ordination laid the foundation for what would eventuate to a roaring success for Shell and the V-Power brand. In a relatively short period of time, and under demanding conditions, we were able to secure all venues, lock in travel and accommodation arrangements and finalise schedule development for each event. In addition, we wrote scripts and speeches, designed sets, tested construction and nailed all multimedia production. It was now show time! The first event was held at Homebush in Sydney and, along with the following eight events, went off without a hitch. We opened each event with light entertainment, hired a great MC and had five time V8 Supercar Championships winner and three time Bathurst 1000 winner, Dick Johnson as the guest of honour. Dick was a surprise to most and a welcome addition to the schedule. F1 car simulators were featured at each event, which along with PlayStation 2 consoles, detailed sets and high-impact multi-media, made for a smashing success. Furthermore, we produced a range of highly visible branded signage and also handed out a huge range of merchandise that included and polo shirts, bags, caps wrist bands and lolly jars. Always very popular at launch events, we didn’t go home with much!

The Interesting Bit

Meeting the challenge of coordinating such an important event for a huge brand was an exciting opportunity for Cuckoo Creative, and something that we can always be proud of. Drawing on our collective knowledge of events management, project management, marketing and sheer drive set us up for success. The highlight of the project was successfully simultaneously conducting four events in as many venues across three states. Not for the faint hearted…

The Results

1,300 invited guests attended these successful events. We received great feedback from Shell relating to the quality of each event, creativity and innovation, as well as our overall professionalism in delivery. This project ultimately set us up for a long and sustained relationship that we maintain with Shell and their many partners, including Ferrari, today.