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ISSUE:
Shell Lubricants made the bold move to consolidate its heavy duty diesel engine oils brands under the Shell Rotella Energized Protection portfolio. The company was introducing technologically advanced synthetic diesel engine oils and enfolding several of their diesel engine oil brands under the industry-leading Shell Rotella name in a move designed to simplify the product offerings and to further strengthen the Shell Rotella brand. As with any iconic brand, careful consideration needed to be given to honoring its tradition and history while moving in a new direction. Additionally, upcoming new emissions regulations were on the way and Shell Rotella needed to further solidify itself as the technology and innovation leader. Shell Lubricants looked to Coyne PR to launch the new portfolio of products and provide leadership on ways to effectively communicate about the forthcoming industry changes.
IDEA:
To launch the new Shell Rotella Energized Protection portfolio to trucking, construction and agriculture media, Coyne PR developed an event that would allow Shell Lubricants to focus on new transportation industry technology as well as provide a memorable experience for attendees. Richard Childress Racing, which has an existing relationship with Shell in NASCAR through the sponsorship of the #29 Shell Pennzoil car, was chosen as the site for the event.
The event was strategically timed to correspond with news of changes to on- and off-highway emission regulations set to take effect in 2010 for diesel engines. It was vital to demonstrate the connection between this upcoming industry change and ways Shell Rotella was positioned as a technological leader in the marketplace by developing new products to meet the needs of customers and engine manufacturers. Shell Rotella technical and marketing team members were tapped to further solidify their voice as industry leaders by delivering a strong presentation along with technical demonstrations that would further drive home the new industry standards and product portfolio news. Attendees of the event were treated to an exclusive dinner and wine tasting at Childress Vineyards along with a behind-the-scenes tour of Richard Childress Racing. Following the presentation, media were able to visit unique technical demonstrations highlighting engine coolants as well as a video program that employs a state-of-the-art digital fiber optic method of inspecting an engine. Media was also provided the first look at the completely new Shell Rotella Road Show which features a number of visual demonstrations showing the capabilities and benefits of Shell Rotella Energized Protection engine oils.v
IMPACT:
The media introduction was a huge hit with more than 20 key trade media representing in excess of 40 print, online and broadcast outlets media in attendance providing rave reviews received for the depth and relevance of the material presented, and for the entire experience at Childress Vineyards and Richard Childress Racing. News stories from the media in attendance began to appear in key online media outlets the day of the event and continued with a strong surge in the ensuing days. The coordination of this news was timed to also coincide with the emission changes. More than 50 print and online stories about Shell Rotella Energized Protection engine oils appeared before the end of 2009 and the momentum continues in 2010 with journalists seeking out Shell Rotella experts to comment for engine and engine oil related stories. |
Automotive Case Studies
