J. Walter Thompson Hong Kong revs up Shell petrol sales with dynamic drive game site

Pulling up to a petrol station and filling the tank can start to feel like a routine. Shell wanted to bust car lovers out of their routine and get them to use Shell V-Power Nitro+, a high-performance fuel that if used continuously defends the engine against gunk and corrosion and is good for their cars.

So Shell created a mini driving game site – Dynamic Drive – to both demonstrate the benefits of the product and create an emotional bond.

In the game, the player grabs a “Shell V-Power Nitro+ Energy Ball” to boost a car’s speed and flee a “Gunk & Corrosion Monster” – demonstrating how the fuel helps revitalize the engine. The more regularly they grab the energy ball, the faster they go, with the help of a protective shield. Winners are rewarded with fuel vouchers and other prizes.

“We’re lucky to have a client who’s always looking for innovative solutions, both as a company and in their marketing,” said Jam Wu, Associate Creative Director at J. Walter Thompson Hong Kong.

Shane Wan, Head of Marketing at Shell Retail in Hong Kong, Singapore and Indonesia, said the platform was a way to cut through the noise of everyday brand messages and engage the target audience in a fun manner.

“We are excited with this refreshing idea from JWT Hong Kong which leverages on our Shell V-Power brand content and we hope more motorists in Hong Kong understand the importance of continuous usage of Shell V-Power Nitro+ in delivering long term engine benefits and help revitalize engine performance,” she said.