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Challenge

Shell’s objective was to reposition the V-Power premium fuels brand for people aged 18 to 54, specifically parents and everyday Australians.

By emphasising performance, quality, convenience and value among this target demographic, the key message, Fuel the Feeling, aimed to resonate with their hectic lifestyles, showcasing real stories of how Shell V-Power makes driving easier, safe and more enjoyable.

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Solution

'Fuel the Feeling'

Teaming up with Australia’s top Breakfast show was the ultimate way for Shell to connect with their target audience of everyday Australians always on the move. This partnership with TODAY ensured year-round brand visibility with the consumers they wanted to reach. Shell leveraged the TODAY weather segments, and introduced Free Fuel Fridays to create buzz and driving brand engagement with their audience.​

Execution

Shell’s TODAY weather sponsorship ensured daily and consistent brand exposure, keeping Shell top of mind for viewers. Throughout the year, weather crosses were used to highlight Shell’s existing partnerships, including the Shell V-Power Supercar Racing Team, Discovery Holiday Parks, and Queensland Rugby League.​

Entering its third year in 2024, Free Fuel Friday continues to be a standout feature, offering viewers the chance to win $1,000 Shell fuel vouchers every week. Shell also joined forces with TODAY  to surprise people with gift card giveaways, contributing an additional $35,000 in gift cards to lucky viewers and patrons at Shell Coles Express Petrol Stations.​

Results

Free Fuel Friday has become a staple giveaway on TODAY

As the cost of living continued to impact on Australians, Free Fuel Friday was again a huge success in 2023.

It drew a total of:

259,253

Entries

$40,000

Worth of vouchers given away

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"Viva Energy has partnered with the Today Show on Nine for the past three years and during that time we have built a solid relationship with their audience, reporters and presenters. Our key goal with this partnership is to drive brand awareness of our Shell V Power brand and have seen an uplift in our brand preference in a very busy and cluttered market through weather sponsorship, TVCs and bill boards driving our key messaging. We have worked closely with the team at Nine to create engaging content which resonates with viewers but delivers our brand promise in a compelling way. ​

​We also add value to the Today Show audience by running a Free Fuel Friday contest every week, giving one lucky viewer $1,000 in Shell premium fuel, simply by registering their details. This has been a hugely popular contest, particularly this year with the cost of living issues faced by many households and we’ve been delighted with the positive responses from winners. Our partnership has also given us the opportunity to support some of the community and feel good stories Today Show have run, helping families in their time of need. As an overarching media partnership, the Today Show provide a fantastic foundation to tap into a mass audience with more than just an advertising campaign."

Andrew Egan - General Manager, Customer & Marketing (Viva Energy Retail)

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