Shell Road Show Educates Hard-to-Reach Truckers
Shell used a mobile tour to build some excitement around its Rotella brand among hard-to-reach trucking owner-operators, and the effort created measurable sales impact. The campaign, which started in 2004 and continued into this year, hit distributors, lube centers and truck stops.
Shell required installers and retailers to make a purchase commitment in exchange for a road show appearance, resulting in thousands of gallons of incremental sales.
A surround-sound video experience gave visitors a view of a big rig racing up Pike’s Peak. Also on board: a video showing how the oil handles in extreme weather conditions and a computer quiz game. To maximize attendance, the truck often was rolled in during stores’ customer appreciation days, barbecues, trucker jamborees and oil change special offers.
“It not only reached [drivers] where they live and work, but it also provided our distributors and sales force with a unique marketing and educational vehicle,” says Patty Lanning, Shell Transport Lubricants Group marketing manager.
Through 120 events in ’04, the campaign reached 17,000 visitors in 10 months.