Shell - for movement made

“Larva ton move” - motive for campaign (openPR) - start of the new global image campaign „larva ton move “in Germany

Hamburg, in January 2007 - the new image campaign with the Slogan „larva ton move “of the mineral oil company Shell comes now also to Germany. The enterprise, which continues to move its customers with the best fuels in unusual way faster, longer and, makes the fascination for movement now erfahrbar on a further level. The campaign contains print, TV, on-line one, PR and a large-scale graduation at all Shell stations in Germany. This is supported substantial over national broadcast advertising. „We with Shell made it for us the task to develop our fuels constantly further and to constantly in front drive our passion for movement. To that extent this campaign corresponds to our philosophy. “, André Humbert, Communication Manger for Shell Germany oil says: „The new campaign marks a milestone in our communication: If always individual products stood in the center of the speech in preceded campaigns, „larva ton move aims “at the mark values of Shell. “The Media Gesamtbudget lies with approx. 9 millions euro. The internationally aligned campaign already started 2006 in Hong Kong, England, Greece and Italy. This year becomes „larva ton move “also in the Netherlands, in which Turkey gelauncht, in Malaysia and on the Philippines. Further countries are in planning.

Campaign contents: Movement becomes visible

The core idea is converted as follows: On all range-strong transmitters Shell switches a TV-Spot, which brings the fascination of unusual movement close to the consumer. Are shown the dynamics, which develop, if static objects are shifted in motion: queue pushes billard balls, which roll over the table into a number of; a young man lets a Yoyo play between his hands float, a BMX driver makes in the Skate pool athletic jumps. The movement is intensified by optical effects and explanation so, as Shell sees its passion for movement.

The TV-Spot is as 60-Sekünder and 30-Sekünder with two different final versions starting from in the middle of January among other things on RTL and RTL2, VOX, n-tv, SAT1, pro filters, to see cable one and on the pool of broadcasting corporations.

The two classical indicator motives of the print campaign show the demand for movement in overlapping pictures. Thus the motive shows up „evolution “, like humans from child legs begins to move until it finally arrived in the typical attitude of a driver. Shell switches the announcements both into the autopress and car picture and car engine sport and in the mirror. Advertorials complete the print Flights. They tell the first step on the moon or defeating the Mount Everest of the ten most important moments of completed movement like e.g. and describe thereby proverbial movement, which became simultaneous a moving moment of contemporary history. The announcements appear first not only in man titles such as GQ and Men´s Health, but also in woman titles such as Brigitte, Freundin and for you. Thus the enterprise with „larva ton move “new ways goes within communication.

Below the LINE: On the dream routes of the world

Experiencing bar becomes the campaign by a graduation at all Shell stations in Germany. Altogether eight dream routes with the car for in each case two persons in the value of ever approx. 25,000 euro are drawn by lots to at the end of of February. The journeys lead to the most beautiful autoroutes of the world. In addition Australia Great Ocean Road, the famous route 66 belongs in America, the guards route in south Africa and the Grand route of Nice over Monaco, Italy and Switzerland. There the consumers can experience very closely, what can mean movement of everything: Not only in the sense of progressive movement, but also experiences and impressions. The participation takes place via Rubbelkarten, which are available since at the beginning of January at all Shell stations in Germany. The graduation is supported by national sound broadcasting Spots substantial.

Movement also on-line erfahrbar made

The campaign is accompanied at the same time on-line. On www.shell.de/madetomove consumers under the topic roof are interactively merged „movement “: In a Quiz the personal driver profile can be determined. A time jet illustrates the most important steps of mankind within the range movement; likewise the user can inform more near about the dream routes of this world. For the campaign on-line banners, which are switched to car Sites like mobile.de, clevertanken.de and autobild.de, conceived left on the side www.shell.de/madetomove.

The Stategie of „larva ton move”

With „larva ton move “presents Shell an image campaign, which produces the fascination for movement on all communication channels and makes erfahrbar and so that the singularness Shell kommunikativ supports fuels. „We want to show our consumer that we manufacture not only the best fuels, but by them (away) the movement to improve. “, so André Humbert

Further inquiries + dispatch of info. material:

Edelman GmbH
Helena Maretis
Tel.: +49 40 37479819
Fax: +49 40 372880
helena.maretis@edelman.com

Firmhaven-guessed/advised

Royal Dutch Shell PLC has its head office into the Hague and is noted at the stock exchanges in London, Amsterdam and New York. Shell societies are active in over 145 countries. To the business fields belong the search after and to promotion of oil and gas; Production and marketing of liquefied natural gas and GTL; Production, marketing and transport of petroleum products and chemicals; furthermore renewable energies such as wind and solar energy.

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