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.
'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.
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.
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:
Worth of vouchers given away