CLIENT
Shell Lubricants
Sameh Saeb, Marketing Director Shell Lubricants Egypt
Marwa Salem, Brand Manager Shell Helix Egypt
Hana Abdel Hakim, Shell Helix Associate Brand Manager
AGENCY
Wunderman Thompson Cairo *Lead Agency
Mai Azmy, Managing Diriector
Salma Hamouda, Executive Director
Malek Sharif, Creative Director
Ahmed Wahid, Creative Director
Menna Haggras, Account Director
Mohamed Fouad, Executive Creative Director
Diana Jebally, Head of Production
Perihan Baher, Experience Business Director
Islam Khaled, Copywriter
Basma Abaza, Agency Producer
Hadeer El Sheikh, Post Producer
Ahd Eissa, Experience Account Executive
Hassan El Sada, Deputy Managing Director
Perihan Moushir, Account Manager
SUMMARY
With Shell Helix synthetic premium range losing volume shares to own cheaper product lines, it was time to capture an audience that spends daily long driving hours and consumes high volumes of engine oil. Since these drivers (known as Captains in Egypt) feel undervalued, and constantly long for an upgrade. Shell Helix has captured this urge. Shell Helix Commander is not just a redesigned line extension, it is also a life-changing program for captains who are short on cash flow and time. Shell Helix synthetic range grew exponentially. ¦With Shell Helix synthetic premium range losing volume shares to own cheaper product lines, it was time to capture an audience that spend daily long hours of driving and consume high volumes of engine oil. The urge for an upgrade that such drivers (known as Captains in Egypt) long for was captured. With captains being hooked on their smartphones; The Shel Helix Commander application was the heart of the program; access to a redesigned engine oil and an upgraded retail experience. Shell Helix's synthetic range has grown exponentially.