Shell, the lube giant, embarked on a mission to rejuvenate its legacy product, Shell Super Plus Motor Oil (SSPMO), by launching a refreshed motor oil formula and packaging, aptly named Shell Super Plus or SSPMO. The challenge was to transform SSPMO into a product that appeals to a wide range of age groups especially the young, while maintaining the same product stature and legacy.
The success of this endeavor hinged on a multi-faceted collaborative approach:
Strategy & Creative Concept: Across different consumer typologies (The Mass, Quality Enthuthiasts, Average Cost Savers) there has been an agreement that the pack seems old and requires upgrade*. Hence, Walnut developed a central creative theme was developed, "New is Gold = جديدك نديمك " a wordplay on the traditional phrase "Old is Gold قديمك نديمك = " to introduce the new product & pack. This concept was designed to highlight the product's improvements and modernization while keeping the Aging loyalists in mind.
Cultural Sensitivity: Understanding the unique cultural context of Saudi Arabia was essential. The campaign aimed to connect with Saudi Arabian consumers by incorporating elements of their culture and pushing the agenda with younger audiences using relevant sense of Humor.
Collaboration from Strategy, Creative to Distribution: Close collaboration between teams of Shell KSA, Digital Nexa, Kantar, Walnut & MediaCom in different locations ensured a diversity of ideas and skill sets were brought to the project. This synergy was crucial in crafting a campaign that would resonate with the Saudi audience.
Content Production: A Saudi rap music video became the centerpiece of the campaign. The video featured local talent and was designed to be both visually appealing and culturally relevant. Additionally, our teams immersed themselves in Saudi life, capturing authentic moments that would authentically connect with Gen Z audiences. This included all needed media formats as well across platforms.
The "New is Gold" campaign exceeded expectations and delivered impressive results:
These metrics showcased the campaign's ability to engage and resonate with the target audience. It successfully revitalized the image of SSPMO and positioned it as a modern and appealing product with the same old & even better performance.
The Shell Super Plus Motor Oil (SSPMO) rebranding campaign, centered around the theme "New is Gold," demonstrated the power of creativity, cultural insight, and collaboration. By understanding Saudi culture, capturing authentic moments, Shell achieved remarkable results. The campaign successfully resonated deeply with Saudi consumers and breathing new life into a legacy product.
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