A series of prizes are up for grabs as incentives for the workshops and motor factors that supply and utilize the lubricants.
In May, the company adopted a strategy to demystify motor oils for customers by promoting its products as giving a refreshed, just-serviced feel to their cars, rather than emphasizing the oil’s technical attributes.
“We’re bringing the Shell Helix relaunch to life and implementing it across many different channels,” says Leila Bahaijoub, the brand’s marketing manager.
“Our sales and marketing promotions will raise brand awareness and sales volume specifically within the retail and workshop environments. It’s a win-win situation and I’d encourage workshops to give staff and customers the chance to win big prizes.”
Garages may participate in a best-dressed workshop competition, using free point-of-sale material from Shell, with a £1,000 prize. In addition, a joint customer-workshop draw has £2,500 of holiday and leisure vouchers to be won, and a “Wake Up Challenge” for motor factors offering volume-related rewards of high street shop vouchers.