Shell, the brand synonymous with loud powerful Ferrari engines, needed a reason to get the resellers and customers excited about their range of motor oils enough to get them to trade up to more premium offerings. In order to do this we went about doing a brand immersion, and found interesting insight activators that would inform our activation and promotional strategy: Consumers are often so hard hit by ever escalating fuel costs that motor oil becomes a last thought in their vehicles’ needs, most didn’t even know what the lubricant did in the car engines. We decided to make use of oil grade experts to show customers as well as in store staff to understand the key benefits, and difference that using Shell products would bring to their vehicles.