Context

When Shell launched its first new premium fuel in over ten years, Shell V-Power Nitro+, we needed to educate and ‘pump up’ consumers about the innovative new benefits that keep ‘engines running like new’.

Insight

Traditionally, premium gas users were grade but not brand loyal.

Solution

Go to where the car fanatics are, the Indy 500, and intercept their weekend with a unmissable pit-stop. ‘What the Pump’, a roadside attraction in the form of a massive Shell V-Power Nitro+ gas pump that engaged race fans with fuel-injected trivia and rewarded them with Shell Team Penske merch, autographed race memorabilia, and free gas.

Results

Over two days 3,800+ people played the pump trivia and took home prizes plus hundreds signed up for the Fuel Rewards loyalty program and downloaded the Shell App (awaiting final social media results).

Team Penske driver Josef Newgarden visited What the Pump and dueled with fans to see who knew more about the Indy 500 and Shell V-Power Nitro+.