2015 Shell Advance Asia Talent Cup
,Consumer Promotion Implementation Guidelines
Prepared by iris Singapore
Jan 2015
,1
,CONTENT PAGE
,1. Introduction
2. Objectives
3. Suppor ting the GTL messaging
4. Overview of Shell ATC 2015 Strategy
5. Campaign roll-out overview | Available creative assets
6. 2015 Manifesto
7. Awareness Phase
7.1 60s Celebration Video
8. Key Visual
8.1 Key Visual 1 | The ATC Race Winner
8.2 Key Visual 2 | The ATC Rider
8.3 Key Visual Country Flags
9. Conversion through Consumer Promotion
,9.1 Consumer Promotion
9.1.1 Mechanics
9.1.2 – 9.1.3 Prize Pool
9.1.4 Shell.com Landing Page
9.2 Consumer Promotion | ATL
9.2.1 – 9.2.2 Single Print Ad
9.3 Consumer Promotion | Online
9.3.1 – 9.3.10 Standard Banner
9.4 Consumer Promotion | Path to Purchase
9.4.1 – 9.4.9 BTL
10. Appendix
10.1 Ride On Communication Matrix 2015
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,1. INTRODUCTION
,This toolkit provides guidance on
how to activate the 2015 Shell Advance Asia Talent Cup consumer promotion campaign in your market.
,You’ll find information on the usage of creative assets for consumer activations to meet your objectives.
,3
,2. OBJECTIVES
,§ BUILD VOLUMES
§ BUILD PROFITABILITY
§ BUILD BRAND REPUTATION
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,3. SUPPORTING THE GTL MESSAGING
,n START CLEAN is a simple message to help provoke, educate & conver t bikers to Shell Advance
,n It helps dif ferentiate Shell Advance from the other brands who focus on ‘protection’ or ‘per formance’ messaging
,5
,3. SUPPORTING THE GTL MESSAGING
,What this means for Shell Asia Talent Cup:
§ Potential to Performance - More ‘potential’ focus
§ Which actually helps broaden us out from the race specifics, which are more ‘performance’.
§ “Potential” allows us to explore all of the possibilities around the ATC and the region
§ START CLEAN focuses our storytelling on ‘preparation’ and ‘ambition’.
§ With ATC being a grass-roots / youth competition, there is a clear link to ‘making the best start’
§ GTL is a ‘breakthrough’ innovation. ATC is about finding the breakthrough racers
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,4. OVERVIEW OF SHELL ATC 2015 STRATEGY
,Behaviours
,Personality
,PROVIDING THE RIGHT START TO REALISE POTENTIAL,
WHATEVER YOUR RACE IN LIFE
,Providing the best star t to realise ambitions & dreams
,Promise
,Optimistic
Inspiring
Dynamic
Human
Nur turing
,Shell Advance formulated with Ducati
Shell association with MotoGP
1st season of ATC under our belt
GTL = breakthrough innovation
,Proof points
,Consumer
insight
,When you have ambition in life, raw potential will only be realised when you have the best preparation possible and you’re ready for the breakthrough oppor tunity
,Our competition
,Our par tners
,Our consumers
,Our competition sponsor spor ting events to get appeal, but they don’t actually create oppor tunities for rising talent across Asia
,Brands that want to be enabling and add value rather than just those looking for a quick way to reach an audience
,Riders and racers in APAC and ROW who have more than a functional attachment to their bikes so see the value of better care & attention from oil
,Shell Advance is developed for the most extreme conditions of racing with the technology par tner of Ducati. Shell Advance has heritage in racing through Ducati and MotoGP and now with ATC there’s a real-world gesture of authenticity to the biking community. GTL is a breakthrough innovation in synthetic oils
,Root
strengths
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,5. CAMPAIGN ROLL-OUT | AVAILABLE CREATIVE ASSETS
,AWARENESS
,ENGAGEMENT
,CONVERSION
,Objectives
,• Build brand reputation, broaden reach, appeal and understanding of Shell Advance ATC using an emotional content piece.
• A celebration of 2014 season and a lead in to 2015 season with energy and anticipation.
,• Build affinity for Shell Advance and the ATC by creating audience engagement
• Demonstrate superiority of Shell Advance, especially PurePlus Technology.
,• Drive Shell Advance volume and upsell to premium grades
,Assets
,ONLINE CONTENT
•60s Year 1 Celebration Video on ATC YouTube Page
,Platforms
,SOCIAL
• 3 Facebook activations throughout the season
• KOL engagement ideas
[Please ref to social contest – ‘Star t Your Pride’ toolkit]
,• Shell.com/asiatalentcup
• Asia Talent Cup YouTube Page
• Asiatalentcup.com
• AsiaTalentCup Facebook
,CONSUMER PROMOTION
• ATL: Print & web banners
• BTL: POS materials
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,6. 2015 MANIFESTO
,9
,2015 – MANIFESTO
,ApProach 1: ‘YOUR RACE STARTS NOW’ manifesto
,APPROACH | YOUR RACE STARTS NOW
,WE’RE ALL COMPETING IN A RACE.
,FOR THE YOUNG RIDERS OF THE SHELL ADVANCE ASIA TALENT CUP, IT’S A RACE TO THE FINISH LINE.
,BUT FOR MILLIONS OF RIDERS ACROSS ASIA , IT ISN’T ABOUT A RACE TO THE CHEQUERED FLAG.
,IT’S A RACE TO BETTER YOURSELF
,A RACE TO GET AHEAD
,A RACE TO STAND OUT OF THE CROWD
,AND WHATEVER YOUR RACE, YOU NEED TO MAKE THE BEST POSSIBLE START.
,STARTING WITH THE RIGHT PREPARATION , THE RIGHT INFLUENCES, THE RIGHT INSPIRATION.
,BECAUSE WHEN YOU START RIGHT, YOU’LL FINISH RIGHT
,THAT’S HOW YOU TURN YOUR POTENTIAL INTO PERFORMANCE.
,YOUR RACE STARTS NOW.
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,7. AWARENESS PHASE
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,7.1 AWARENESS PHASE| ASSETS | ONLINE
,7.1.1 Online Content | 60s Online Video
,n ,English only. Markets to translate and insert subtitles where needed
,You can’t finish right…
,…unless you star t right…
,So star t before the race.
,Star t focused.
,Star like you mean to go on.
,Star t learning from your mistakes…
,…and star t dealing with it.
,Link to asset : https://www.brandcentral.shell.com/library/search_results/view_asset/item488781
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,7.1 CONSUMER PROMO| ASSETS | ONLINE
,7.1.2 Online | 60s Online Video
,n ,English only. Markets to translate and insert subtitles where needed
,Then, star t again.
,And again.
,And again.
,The Shell Advance Asia Talent Cup
,Is committed to giving young riders across Asia the right star t.
,To turning their potential into per formance.
,Link to asset : https://www.brandcentral.shell.com/library/search_results/view_asset/item488781
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,7.1 CONSUMER PROMO| ASSETS | ONLINE
,7.1.3 Online | 60s Online Video
,n ,English only. Markets to translate and insert subtitles where needed
,…and putting them on the world stage
,The Shell Advance Asia Talent Cup
Get involved at our facebook page.
,Link to asset : https://www.brandcentral.shell.com/library/search_results/view_asset/item488781
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,8. KEY VISUAL
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,8. KEY VISUAL
,8.1 Key visual 1 | The ATC Race Winner
,Note that high-res image is available on brand central for markets to digitally re-touch country flags on
Shell ATC racer’s helmet and bike.
,Flag on Shell ATC racer’s helmet
,Flag on the Shell ATC bike
,Link to asset : https://www.brandcentral.shell.com/library/search_results/view_asset/item492384
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,8. KEY VISUAL
,8.2 Key visual 2 | The ATC Racer
,Note that high-res image is available on brand central for markets to digitally re-touch country flags on Shell ATC racer’s helmet.
,Flag on Shell ATC racer’s helmet
,Link to asset : https://www.brandcentral.shell.com/library/search_results/view_asset/item492383
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,8. KEY VISUAL | COUNTRY FLAGS
,8.3 Key visual | Country flags
,n Note there are 7 different flags in PSD files where markets can take to digitally retouch for the Shell ATC bike and rider.
1. China
2. Indonesia
3. Japan
4. Malaysia
5. Philippines
6. Singapore
7. Thailand
n For markets with no racers in the competition to use the version without flag
,Key visual | Usage rights
,Shell has possession of the rights for the following channels, regions and duration:
n Channels: ATL, BTL, Digital & OOH only
n Regions: China, India, Indonesia, Malaysia, Thailand, Vietnam, Philippines, Brazil, Pakistan & Columbia
n Duration: 12 months (starting FEB 2015)
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,9. CONVERSION THROUGH CONSUMER PROMOTION
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,9.1 CONVERSION PHASE | CONSUMER PROMOTION
,9.1.1 Consumer promotion | Mechanics
,Shell Station/Forecour t
,Buy Shell Advance
,Get unique code on bottle sticker
,SMS code with name and identification details
,Online
,Paid Media Banner
,Local Shell.com Consumer promotion page
,WWW Shell ATC Website
,Receive reply SMS to inform that you have won the instant prize
,No instant win but receive reply SMS to inform enter lucky draw to win the grand prize
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,9.1 CONVERSION PHASE | CONSUMER PROMOTION
,9.1.2 Consumer promotion | Prize Pool
,Tier
,GRAND PRIZE
,INSTANT WIN
,Details
,• Replica Shell Advance ATC Bike
• Tickets to watch Shell Advance Asia Talent Cup in Malaysia
,*Bike model to be determined by markets and to be customized with Shell ATC bike livery (see slide 21).
• AirAsia vouchers
• Alpinestars vouchers
• X -lite vouchers
• Shell-Ducati merchandise
,*Note that these are suggested list, markets to work with co-sponsors.
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,9.1 CONVERSION PHASE | CONSUMER PROMOTION
,9.1.3 Consumer promotion | Prize Pool
,Grand Prize | Replica Shell Advanced ATC Bike
This is a recommended look and feel of the bike.
,Colours codes:
,Yellow
Pantone 116C
CMYK: C0 M15 Y100 K0
RGB: R255 G210 B0
HTML: FFCC00
,Red
Pantone 485C
CMYK: C0 M100 Y100 K0
RGB: R238 G49 B36
HTML: FF3333
,Blue
Pantone 294C
CMYK: C100 M58 Y0 K21
RGB: R0 G85 B150
HTML: 006699
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,• All logos are required to be on the customised bike design.
• Please ensure that there is a white keyline around the Shell Pecten.
,9.1 CONVERSION PHASE | CONSUMER PROMOTION
,9.1.4 Consumer promotion | Local Shell.com landing page
,n Visual below for reference only. Prizes to be determined by markets.
n Markets to localize: To contact your local web manager in order to build the page in local Shell.com site
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,9.2 CONSUMER PROMO| ASSETS | ATL
,9.2.1 ATL | Single page print ad
,n ,English only. Markets to translate.
n Note that markets need to change out the flag on the Shell ATC racer’s helmet as well as the Shell ATC bike.
n QR code drives to shell.com/asiatalentcup
,Link to asset : https://www.brandcentral.shell.com/library/search_results/view_asset/item488768
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,9.2 CONSUMER PROMO| ASSETS | ATL
,9.2.2 ATL | Single page print ad
,n ,English only. Markets to translate.
n Note that markets need to change out the flag on the Shell ATC racer’s helmet
n QR code drives to shell.com/asiatalentcup
,Link to asset : https://www.brandcentral.shell.com/library/search_results/view_asset/item488768
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,9.3 CONSUMER PROMO| ASSETS | ONLINE
,9.3.1 Online | Standard banners | 300x250px
,n ,English only. Markets to translate.
n Note that markets need to change out the flag on the Shell ATC racer’s helmet as well as the Shell ATC bike.
,Frame 1
,Frame 2
,Frame 3
,Link to asset : https://www.brandcentral.shell.com/library/search_results/view_asset/item490283
,9.3 CONSUMER PROMO| ASSETS | ONLINE
,9.3.2Online | Standard banners | 300x250px
,n ,English only. Markets to translate.
n Note that markets need to change out the flag on the Shell ATC racer’s helmet.
,Frame 1
,Frame 2
,Frame 3
,Link to asset : https://www.brandcentral.shell.com/library/search_results/view_asset/item490285
,9.3 CONSUMER PROMO| ASSETS | ONLINE
,9.3.3 Online | Standard banners | 728x90px
,n ,English only. Markets to translate.
n Note that markets need to change out the flag on the Shell ATC racer’s helmet as well as the Shell ATC bike.
,Frame 1
,Frame 2
,Frame 3
,Link to asset : https://www.brandcentral.shell.com/library/search_results/view_asset/item490278
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,9.3 CONSUMER PROMO| ASSETS | ONLINE
,9.3.4 Online | Standard banners | 728x90px
,n ,English only. Markets to translate.
n Note that markets need to change out the flag on the Shell ATC racer’s helmet.
,Frame 1
,Frame 2
,Frame 3
,Link to asset : https://www.brandcentral.shell.com/library/search_results/view_asset/item490277
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,9.3 CONSUMER PROMO| ASSETS | ONLINE
,9.3.5 Online | Standard banners | 468x60px
,n ,English only. Markets to translate.
n Note that markets need to change out the flag on the Shell ATC racer’s helmet as well as the Shell ATC bike.
,Frame 1
,Frame 2
,Frame 3
,Link to asset : https://www.brandcentral.shell.com/library/search_results/view_asset/item490281
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,9.3 CONSUMER PROMO| ASSETS | ONLINE
,9.3.6 Online | Standard banners | 468x60px
,n ,English only. Markets to translate.
n Note that markets need to change out the flag on the Shell ATC racer’s helmet.
,Frame 1
,Frame 2
,Frame 3
,Link to asset : https://www.brandcentral.shell.com/library/search_results/view_asset/item490280
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,9.3 CONSUMER PROMO| ASSETS | ONLINE
,9.3.7 Online | Standard banners | 120x600px
,n ,English only. Markets to translate.
n Note that markets need to change out the flag on the Shell ATC racer’s helmet as well as the Shell ATC bike.
,Frame 1
,Frame 2
,Frame 3
,Link to asset : https://www.brandcentral.shell.com/library/search_results/view_asset/item490276
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,9.3 CONSUMER PROMO| ASSETS | ONLINE
,9.3.8 Online | Standard banners | 120x600px
,n ,English only. Markets to translate.
n Note that markets need to change out the flag on the Shell ATC racer’s helmet.
,Frame 1
,Frame 2
,Frame 3
,Link to asset : https://www.brandcentral.shell.com/library/search_results/view_asset/item490284
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,9.3 CONSUMER PROMO| ASSETS | ONLINE
,9.3.9 Online | Standard banners | 160x600px
,n ,English only. Markets to translate.
n Note that markets need to change out the flag on the Shell ATC racer’s helmet as well as the Shell ATC bike.
,Frame 1
,Frame 2
,Frame 3
,Link to asset : https://www.brandcentral.shell.com/library/search_results/view_asset/item490282
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,9.3 CONSUMER PROMO| ASSETS | ONLINE
,9.3.10 Online | Standard banners | 160x600px
,n ,English only. Markets to translate.
n Note that markets need to change out the flag on the Shell ATC racer’s helmet.
,Frame 1
,Frame 2
,Frame 3
,Link to asset : https://www.brandcentral.shell.com/library/search_results/view_asset/item490279
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,9.4 CONSUMER PROMO | ASSETS | BTL
,9.4. Consumer promotion | BTL | Path to purchase
,1,2,3,1 Banners Outside shop
,2 Product/Display area
,3 Waiting / consultation area
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,9.4 CONSUMER PROMO | ASSETS | BTL
,9.4.1 Consumer promotion | BTL | Banner (Horizontal)
,n ,English only. Markets to translate.
n Note that markets need to change out the flag on the Shell ATC racer’s helmet as well as the Shell ATC bike.
n QR code drives to shell.com/asiatalentcup
,Link to asset : https://www.brandcentral.shell.com/library/search_results/view_asset/item488763
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,9.4 CONSUMER PROMO | ASSETS | BTL
,9.4.2 Consumer promotion | BTL | Banner (Horizontal)
,n ,English only. Markets to translate.
n Note that markets need to change out the flag on the Shell ATC racer’s helmet.
n QR code drives to shell.com/asiatalentcup
,Link to asset : https://www.brandcentral.shell.com/library/search_results/view_asset/item488763
,38
,9.4 CONSUMER PROMO | ASSETS | BTL
,9.4.3 Consumer promotion | BTL | Banner (Ver tical)
,n ,English only. Markets to translate.
n Note that markets need to change out the flag on the Shell ATC racer’s helmet as well as the Shell ATC bike.
n QR code drives to shell.com/asiatalentcup
,Link to asset : https://www.brandcentral.shell.com/library/search_results/view_asset/item488762
,39
,9.4 CONSUMER PROMO | ASSETS | BTL
,9.4.4 Consumer promotion | BTL | Banner (Ver tical)
,n ,English only. Markets to translate.
n Note that markets need to change out the flag on the Shell ATC racer’s helmet.
n QR code drives to shell.com/asiatalentcup
,Link to asset : https://www.brandcentral.shell.com/library/search_results/view_asset/item488762
,40
,9.4 CONSUMER PROMO | ASSETS | BTL
,9.4.5 Consumer promotion | BTL | Poster (H & V)
,n ,English only. Markets to translate.
n Note that markets need to change out the flag on the Shell ATC racer’s helmet as well as the Shell ATC bike.
n QR code drives to shell.com/asiatalentcup
,Link to asset (Horizontal): https://www.brandcentral.shell.com/library/search_results/view_asset/item488772 Link to asset (Ver tical):https://www.brandcentral.shell.com/library/search_results/view_asset/item488769
,41
,9.4 CONSUMER PROMO | ASSETS | BTL
,9.4.6 Consumer promotion | BTL | Poster (H & V)
,n ,English only. Markets to translate.
n Note that markets need to change out the flag on the Shell ATC racer’s helmet.
n QR code drives to shell.com/asiatalentcup
,Link to asset (Horizontal): https://www.brandcentral.shell.com/library/search_results/view_asset/item488772 Link to asset (Ver tical):https://www.brandcentral.shell.com/library/search_results/view_asset/item488769
,42
,9.4 CONSUMER PROMO | ASSETS | BTL
,9.4.7 Consumer promotion | BTL | Leaflet
,n ,English only. Markets to translate.
n Note that markets need to change out the flag on the Shell ATC racer’s helmet as well as the Shell ATC bike.
Prize images are for placement purposes, markets to work with co-sponsors on the final images to use
n QR code drives to shell.com/asiatalentcup
,n ,Front
,Back
,Link to asset : https://www.brandcentral.shell.com/library/search_results/view_asset/item488765
,43
,9.4 CONSUMER PROMO | ASSETS | BTL
,9.4.8 Consumer promotion | BTL | Leaflet
,n ,English only. Markets to translate.
n Note that markets need to change out the flag on the Shell ATC racer’s helmet.
Prize images are for placement purposes, markets to work with co-sponsors on the final images to use
n QR code drives to shell.com/asiatalentcup
,n ,Front
,Back
,Link to asset : https://www.brandcentral.shell.com/library/search_results/view_asset/item488765
,44
,9.4 CONSUMER PROMO | ASSETS | BTL
,9.4.9 Consumer promotion | BTL | Bottle sticker
,n ,English only. Markets to translate.
,0.8L – 31mmW x 43mmH
,1L – 30mmW x 46mmH
,Outside
,Inside
,Outside
,Inside
,Link to asset (0.8L): https://www.brandcentral.shell.com/library/search_results/view_asset/item488773
Link to asset (1L):https://www.brandcentral.shell.com/library/search_results/view_asset/item489205
,45
,10. APPENDIX
,46
,10. APPENDIX
,10.1 Ride On Key Message Matrix 2015
,Shell Advance is committed to using ‘Ride On’ as a platform to leverage its title sponsorship of the Asia Talent Cup and Shell’s Technical Par tnership with Ducati, creating a unique brand and selling platform from the grassroots through to World Superbike and MotoGP racing.
,Asia Talent Cup
,motorcycle racing through ATC
Helps to support young riders and mentoring at the ATC
Unlocks potential and creates better riders through competition and competitive international racing career
Gives grassroots riders in Asia the next Asian Motorcycle World Champion
perfect stepping stone into a Shell Advance ATC aims to make dreams come true by helping to find the ,Shell Advance Malaysian GP
,in MotoGP through key Asian market.
Will act as a hub for Shell Advance to motorsport as a
strengthen its long-standing presence Celebration of Shell Advance’s Technical Partnership with Ducati, of ATC racing.
demonstrating commitment to Strong Test site for Shell Advance to develop ATC riders. Becomes the home ,DUCATI
,passion for racing at the top level
Helps Ride On create a sense of at the highest level.
The Technical Partnership demonstrates innovation and expertise developers of consumer product.
Reinforces Shell Advance as a and evolved brand.
premium brand, riders become Ducati will help energize the perception of Shell Advance, demonstrating a new ,47
,FURTHER INFORMATION
,CONTACT DETAILS
,Shell Karlo Tugaff
Brands and Communication Manager
Email: karlo.tugaff@shell.com
,Koh Kar-Tai
Global Brand Manager
Email: kar-tai.koh@shell.com
,Creative
Iris Singapore Pte Ltd
Fung Wee, Chew
Email: fungwee.chew@iris-worldwide.com
,PR
Crunch Communications Limited
Federica Guazzo
Email: federica@crunchcommunications.com
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