Shell Helix

Driven to Extremes

“Driven to Extremes”, was a three-part TV series designed to showcase the toughest driving challenges ever conceived.

Part travelogue, part endurance test, each journey represented new challenges and demonstrated the superiority of Shell Helix motor oil. The episodes would be presented by dynamic Hollywood A-listers/motor sport professional duos – including actor Henry Cavill, Tom Hardy, Oscar winner Adrien Brody and F1 star Mika Salo.

We would partner with Discovery Networks to provide our audience with unmissable entertainment, exhilarating adventure, motorsport, and techie “know it all” ammunition in one compelling message.

Alongside on-air branded bumpers and ad spots on Discovery, the programme was amplified via the Shell Helix YouTube page – the first-ever global page in the category available in multiple languages and populated with exclusive digital content. We used interactive video content units and served rich media experiences to markets not used to dynamic content and backed up content with a locally-driven promotional campaign. Additional on-the-ground events brought extreme conditions to life.

We launched an exciting interactive Driven to Extremes mobile driving game, mirroring segments from the programme, and promoted mini-games for the chance to win an Extreme Driving Challenge holiday on Facebook.

With 2.2million views on the Shell Helix YouTube channel as a base prior to launch, this figure doubled in the first month of activation. It has continued to grow and now stands at over 10million.