Shell was launching their new V-Power NiTRO+ premium gas, but new products are launched in their category all the time. In a sea of sameness, how do you make a gas station culturally relevant, to make it stand apart?
Shell was looking for a campaign with social support to give V-Power NiTRO+ premium gas more emotional resonance. So they asked Hero for a bigger kind of story, one that went far beyond just the benefits of the gas itself.
What We Did
Our campaign, Performance Unbound, was a series of cinematic spots that spoke to the target we dubbed the Premium Road Warrior, for whom “performance” is a key motivator in every aspect of life. On Shell’s socials, Unbound Diaries told the stories of highly-driven influencers – stunt people, athletes, and more – inspiring go-getters who know what it means to live life without bounds.
Shell needed greater brand affinity among premium Gen Z audiences, where competition was winning. To do this in a meaningful way and amplify brand love, they had to tap into culture.
Shell came to us looking to transform their social strategy, so we overhauled the way they approached social itself. We went to work turning their feed into something likable, despite representing one of the most polarizing industries in the country.
What We Did
We made Shell more than just a gas station. We turned them into a culturally relevant brand with Go All Out – resonant, engaging, always-on content that positioned them as champions of adventure and fans of driving.