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Shell V-Power Engagement Week

V-Zone provided an ideal venue to excite guests about the new product, educate them about the key messages of the campaign and deliver a memorable and positive brand experience. The racing simulators and F1 show car were very popular attractions, and the remote control cars and slot cars also created a (mostly!) friendly competitive environment.

The engagement events ran over 5 days.  It could have started to feel like Groundhog Day for the team at Ready Set Go, except each day had been individually designed to connect with unique target audiences, all important in their own way:

· Coles Express Staff Engagement Coles Express is an important partner for Shell and this event was key to engaging their staff during and after the launch of Shell V-Power in the West Australian market.  This event aimed to inform, motivate, reinforce key messages and build anticipation and enthusiasm about Shell V-Power to Coles Express site managers and regional area managers.  Ready Set Go attended to a myriad of complex logistical issues to produce this successful event, but the biggest achievement was sourcing a 3D Ferrari cake big enough to feed 80 people!

· Media & Blogger Engagement This was a VIP event targeting a group of 20 influential media representatives and bloggers – these people had the power to create a rippling effect to other motoring enthusiasts so we had to show them a great time!  And at the same time inform, motivate, reinforce key messages and build anticipation and enthusiasm about Shell V-Power.

· Shell Development Australia (SDA) Engagement 200 Shell staff from Perth were invited to the Shell V-Zone, and it was all about getting them excited, educated and giving them a great day out.

· Motor Clubs & Shell V-Power Club (SVPC) Engagement 1500 people from both WA motor clubs and existing members of the Shell V-Power Club were treated to a day out at the interactive site Shell V-Zone.  This provided the opportunity to create interest and awareness of the fuel to a targeted group of car lovers.  With over 200 motor clubs in WA, they form a significant part of the market. This event also provided the opportunity to show a bit of love to the existing Shell V-Power Club members in Perth. 

· Barbagallo Family Day 5000 friends of the Barbagallo Motor Group (BMG) spent the day at Shell V-Zone.  BMG is the local Ferrari partner organisation the only major premium car group in Western Australia. Connecting with premium and exotic car owners provided the opportunity to create interest and awareness of the fuel in some seriously high involvement customers (they really dig their cars).  In addition to the interactive activities already on offer within the V-Zone they enjoyed face painters, clowns, jugglers, balloon modellers and caricaturists.  Oh, and they also consumed a massive quantity of popcorn & fairy floss.

 

 

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