Shell has commissioned a new TV series with the Discovery Channel which it hopes will raise the profile of its Helix Ultra range of premium synthetic oils with consumers.
The TV show will feature celebrities driving in the world’s hottest, coldest and roughest roads.
Carys Henshaw, marketing manager for UK Shell Helix, said: “Oil and lubricants can often be overlooked by drivers, so we wanted to come up with an idea that would demonstrate what goes on under the bonnet, and the work that an oil needs to do to keep engines running.”
Shell conducted research with mechanics across the world which has illustrated the difficulties the sector often faces when it comes to convincing customers of the benefits of choosing a premium oil.
The first episode was filmed during the Siberian winter where temperatures were approaching -60°C, and features former Formula One driver Mika Salo alongside Hollywood actor Tom Hardy taking turns to steer the vehicle through the icy conditions.
The oil brand will be promoting the show through its YouTube channel.
Mr Realistic - 08/03/2013 20:44
As someone who spent several years selling Shell Lubricants I can assure all concerned that most customers trade and retail are unwilling to pay Helix prices - note press reports recommending consumers use budget brands. Some independent repairers do not even use the correct grades never mind premium brand lubricants.