Campaign details
Brand: Shell Helix/PennzoilBrand owner: Royal Dutch Shell plcLead agency: MediaComContributing agencies: Google, iPinYouMarket: China, United StatesIndustries: Tyres, fuel, accessories, servicesMedia channels: Programmatic displayBudget: Up to 500k
Executive summary
The latest synthetic motor oils now last up to three times longer than traditional motor oil, meaning more time between oil changes. Motor oil isn't just an increasingly low-frequency category – it's also low interest. Consumers don't spend a lot of time thinking about motor oil, and improvements in product quality mean they need to...