Shell Helix — Drive On
From awareness to the till
/ Overview
Shell Helix needed more than awareness — it needed mechanics and drivers choosing it off the shelf. The Drive On platform connected brand film, social content and a gamified consumer promotion into one engine. Race to Collect turned product purchases into a collectible game — every pack a chance to win — while a road-safety content series built daily usefulness and trust around the brand.
See it live/ Project Details
Client: Shell Pakistan
Industry: Automotive — Lubricants
Scope: Digital campaign, gamified consumer promotion & content series
Year: 2023
/ The challenge
Shell Helix needed more than awareness — it needed mechanics and drivers choosing it off the shelf. Race to Collect turned product purchases into a collectible game — every pack a chance to win — while a road-safety content series built daily usefulness and trust around the brand.
/ What stood in the way
Low-involvement category
Engine oil is bought, not browsed — engagement must be manufactured.
Trade pull-through
Workshops and retailers decide the sale as much as drivers do.
Sustained relevance
A campaign arc that keeps talking after launch week.
/ The solution
One connected system — insight, creative, media and measurement. Multi-week Always-on campaign · 3 Integrated workstreams · 100s Of content pieces shipped
/ What we delivered
Drive On brand platform
One unifying campaign idea across film, social and point-of-sale.
Race to Collect gamification
Purchase-linked collect-and-win mechanics driving repeat buys.
Safety-first content series
Useful, shareable road-safety content that kept the brand in-feed daily.
