SALT WATER SUPERCARS

ClientSHELL
Category F02. Environmental / Social Impact
TitleSALT WATER SUPERCARS
Product/ServiceSHELL FUELS
Entrant SHELL Rotterdam, THE NETHERLANDS
Idea Creation BRANDBASE Amsterdam, THE NETHERLANDS
Production BRANDBASE Amsterdam, THE NETHERLANDS
Credits
Name Company Position
Klaas Engelsma Shell Global Promotions Manager
Paul Alberts BrandBase Chief Executive Officer
James Rankin BrandBase Business Director
Jesse Post BrandBase Creative Director
Inge Overtoom BrandBase Chief Operating Officer
Mark Edwards BrandBase Project Manager
Ruerd Wiersma BrandBase Operations Manager
Jeroen Coert BrandBase Designer

Background

Shell use promotional premiums to drive loyalty, grow market share, increase fuel volumes and the penetration level of their premium fuels. The promotional opportunity with Shell has significant commercial value but at the same time allows us to showcase our focus on sustainability in everything we do, a focus that is fully aligned with the global strategy for Shell promotions for sustainably produced product that minimizes waste. We responded to an RFP to submit options for the new Shell Global promotion in 2016. Brandbase have a reputation for being passionate about sustainability, so that focus, married with our strong creative ability and proven track record of delivering good results led us to being chosen to develop the Salt Water Supercars as one of new options for Shell Global Promotions.

Describe the creative idea (40% of vote)

Salt Water Supercars are an innovative collection of toy cars with electric engines that are powered by Salt Water. We also developed the first ever racetrack made from Sugarcane waste product called bagasse. Each car sold contributes 10ct to Plastic Bank. Plastic Bank is an economic development firm that empowers disenfranchised communities to exchange any type of plastic for currency.

Describe the execution (40% of vote)

Brandbase designed, developed and manufactured the products and then worked with the Shell Global Promotions team to sell them into the Shell market globally. The promotion was chosen by Shell as it was innovative, collectible, educational and also produced sustainably. We developed new battery technology that enabled a pre-assembled Salt Water battery to be optimized for performance with our toy cars. We also developed the first ever racetrack made from Sugarcane waste product called bagasse. Finally we developed our own proprietary lithium battery that is designed specifically for our cars. Lithium batteries and Salt Water fueled batteries are not new buy we developed our own original execution of these technologies. The Salt Water batteries and bagasse race tracks were developed exclusively for Shell to use as promotional products.

List the results (20% of vote)

Key campaign result in the Philippines: * 547,626 units sold at 513 fuel stations * Increased sales volume of fuels by 4% * Brand preference of Shell increased from 5% to 12% with nearest competitor * 85% of the sentiment was positive towards Shell * 47% OF 4.5M target audience was reached * Shell is seen as a sustainable leader