Shell Launches New Shell V-Power
Shell is launching V-Power, a new premium gasoline that actively cleans engine parts as customers drive their cars, specifically intake valves and fuel injectors. According to Mark Henry, manager of fuels for Shell Oil Products, Shell V-Power features more than five times the minimum amount of cleaning agents required by government standards. “Just as washing and waxing a car helps keep a car clean on the outside, using a high-quality, high-detergency fuel can keep critical engine parts clean on the inside,” Henry said.
Consumers will hear about new Shell V-Power through a $30 million national communications campaign including media advertising, point-of-purchase displays and special decorations and signage at service stations. The communications campaign to support the new fuel is one of Shell’s most significant marketing investments since the company began selling fuel in the US nearly 100 years ago.
Gazebo Creates Attention For GM MasterCard Promo.
This gazebo is being used at mobile marketing and promotional events to draw attention to the GM MasterCard site and allow customers to interact with representatives in a semi-private, sheltered manner.
The gazebo contains a lightweight, durable high impact PVC frame with a new technology samba tent material specifically designed for outdoor and graphic application. The gazebo canopy extends a foot and a half over the counters, ensuring that customers are protected from the elements while applying for the GM MasterCard. It is lightweight, durable, easy to set up and transport.
The gazebo was produced for GM MasterCard by Evolve Marketing Group, a Birmingham, MI-based provider of retail marketing communications services.
Lincoln & Time Warner Center Announce Alliance
Lincoln, the North American luxury brand of Ford Motor Company, has formed an alliance with Time Warner Center in New York City that represents a breakthrough way to “shop” for a new vehicle. This innovative alliance is a unique marriage of real estate, retail and automotive marketing that offers consumers a total luxury lifestyle experience.
Beginning in October 2004, Lincoln vehicles will be on continual display in the retail public spaces of Time Warner Center, the new 2.8 million square foot complex at Columbus Circle.
Featured in an elegant setting consistent with the glass, stone and wood design throughout Time Warner Center, Lincoln vehicles will be illuminated under floating canopies near the main entrance, where an estimated 16 million people will pass by each year.
The multi-year alliance will bring the concept of a concierge to the automotive experience. Operating in a complete Wi-Fi environment, the concierges will provide consumers with a premium, high-tech shopping experience including arranging vehicle test drives at any one of the more than 1,300 Lincoln dealerships across the U.S. High-resolution plasma screens will be positioned nearby, artfully conveying the Lincoln “Travel Well” brand theme with images, text and interactives.
‘Talking Tent’ Promotes LoJack’s Early Warning System
LoJack wanted to promote its Early Warning System, which calls, e-mails, text messages or pages a person if their vehicle is moved without permission. Working with Connelly Partners, LoJack’s design firm, the concept of a “talking table tent” came to light.
“Our products are primarily sold through the auto dealer channel, and we wanted special POP to create some buzz around the product launch while demonstrating how the product works,” said Lynn Tripp, Product Manager for LoJack. “Car dealers often have tent cards on their sales desks, and in the past we have used the table tent format with success. To make a tent “talk” and demonstrate what the customer would hear if their vehicle was ever moved without permission seemed like a home run.”
The Pop-Up Tent with sound module was produced by Structural Graphics, headquartered in Essex, CT.
STERLING PROMOTIONAL CORP.
Cooper Tire Conducts Ultimate Bowl Tour
Cooper Tire & Rubber Co. is sending a college football fan to five of this year’s top college football games in San Antonio, Memphis, Pasadena, New Orleans and Miami as part of the Ultimate Bowl Tour. Consumers can enter to win The Ultimate Bowl Tour at any of Cooper Tire’s 5,000 dealers nationwide.
Cooper has sharpened its focus on collegiate sports with promotions such as the Ultimate Bowl Tour, allowing the Company to extend its evolving brand reach beyond its traditional buyer, while promoting its new products. “The Ultimate Bowl Tour allows Cooper to engage our local dealers, while targeting the younger demographic of new tire buyers as well as the brand-loyal consumers,” said Dave Craig, Director, Advertising for Cooper.
Cooper is providing dealers with point-of-sale materials including posters, counter cards and entry forms.
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