|
ISSUE:
To meet stringent new American Petroleum Institute CJ-4 specifications, Shell needed to develop a completely new motor oil formulation for its heavy-duty diesel truck motor oil. There was a lot at stake as Shell Rotella would make the most significant change in 30 years to the formulation of Shell Rotella T - the leading brand among heavy-duty motor oils for diesel trucks. The key challenge for the Shell Rotella brand team was the need to educate truck drivers and owners on the additional benefits of the new product in order to convince theses loyal consumers of the need to trade up to the new, more expensive formulation.
IDEA:
To launch the new formulation of Shell Rotella T with Triple Protection technology, Coyne PR created a super-size launch weekend. It brought 20+ media members to one of the premier heavy-duty truck beauty contests, the Shell Rotella SuperRigs competition, and capped the weekend off with a press conference at The Heidrick Ag History Center in Sacramento. The weekend’s events offered target media in-depth dialogue with a full team of Shell brand and technical experts and clearly demonstrated the innovative new product’s technology. Following these launch events, Coyne PR implemented a sustained campaign to educate diesel truck owners about the recent advancements in diesel engines and motor oil. Coyne PR arranged for Shell Lubricants spokespeople to engage key media influencers with technical insight and brand messaging through trade shows, editor office meetings, technical bylined articles and customized outreach. A comprehensive media kit, designed to help Shell maintain a significant voice in the industry, was delivered to key influencers fully packed with educational materials and insight related to the new motor oil’s specifications.
IMPACT:
In just six months, Coyne PR generated more than 45 million impressions and more than 90 media interviews of brand spokespeople. Placements included Transport Topics, Heavy Duty Trucking, Light and Medium Truck, Diesel Power, Diesel World, Successful Farming, Farm Industry News, Equipment Today, Construction Equipment, Landline Radio, Midnight Trucking and the Speed Channel’s SEMA Show special. The media launch event was attended by more than 20 media and industry influencers. The trade show support generated more than 40 additional interviews for Shell Lubricants spokespeople and helped firmly establish them as frequently quoted media resources. |
Automotive Case Studies
