Shell unveils new global campaign in partnership with Universalh Music Group

[JOHANNESBURG, 13 August 2019]: Shell South Africa (SA) kicked-off Women’s month with the launch of their flagship campaign, ‘Shell V-Power Every Journey needs a Soundtrack’. The global partnership with Universal Music Group (UMG) is part of a strategic objective to establish Shell V-Power as a creative authority in music through access for customers to exclusive content that will ultimately lead to the execution of the broader Shell mission of ‘Making Life’s Journey’s Better’ and ensuring that all customers ‘Go Well’. 

“This year we decided to shift the focus of the campaign from being sales and product driven to being a brand driven campaign”, says Shell SA Retail Marketing Manager Palesa Mokaba, “The objective of awareness has long been achieved and the new challenge is about resonating with the market. We want to position Shell as a brand that is truly customer-centred and connects with a market on a deeper level that is meaningful and memorable. This approach is new to us and we are excited to see where it will take us.”

Africans are people of culture and at the centre of this culture is music – no matter the genre. Shell’s partnership with UMG will aim to provide customers all around the world with exclusive access to all elements of the music industry, from songs and playlists through to performances and special gigs.

“As part of the partnership, we have access to fivediverse and popular musicians in their genres who include Tellaman, Nadia Nakai, Dr Rebecca ‘Ma-Ribs’ Malope, Deon Groot and Lady Zamar. These selected artists will be part of driving the external campaign to ensure that we reach as many people as possible. Through these influencers, our customers will also have access to them, concert tickets, exclusive curated content and playlists from the artists throughout the duration of the campaign,” says Mokaba.

Ahead of the launch to market, Shell hosted an internal event to inform, educate and empower staff. Activities included performances by Tellaman and Lady Zamar, followed by fun activities that were lined up by Shell’s forecourt suppliers and partners, who had exciting goodies to giveaway.

“We ultimately want to be seen as the best solution in the market, but also as a customer centric brand that delivers on its ambition of “Making life’s Journey’s better” adds Mokaba, “Through our UMG partnership, we have created exciting and engaging campaign moments that resonate with our nozzle switchers and will keep them coming back for more.”

For more information about the campaign go: www.shell.co.za

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About Shell Retail

Shell is the largest branded global network and is the number one preferred brand in our sector. There are approximately 43,000 Shell branded retail sites operating in more than 80 countries, selling around 158 billion litres of fuel annually. Approximately 500,000 people work on Shell branded Retail sites where more than ten million customer transactions are processed every day. Shell Retail’s business vision is to be the Best Fuels Retailer in the World: the best in the industry for customers, partners, dealers and shareholders. Shell sells to retail customers directly and indirectly. The indirect business goes through channels such as joint ventures and licensing agreements with third parties. Shell has more than 50 years of fuel card expertise and offers a leading fuel card to B2B customers in 27 countries. Approximately 1.65 million customers with 5 million cards are served globally, resulting in an average of four B2B card transactions every second.