Shell South Africa & Universal Music South Africa 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 be 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.
Shell South Africa has created a playlist onto Spotify that has a lot of music, with a bit of everything for everyone, these playlists are themed “80’s Drive, R&B Essentials and Hip-Hop Classics” to name a few. Search Shell on Spotify and you’ll discover a playlist that’s for your journey.
“As part of the partnership, we have access to five diverse 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 and 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 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 the cool brand that delivers on its ambition of “Making life’s Journey’s better” – our customer’s life’s journeys better”, adds Mokaba, “Through our UMG partnership, we create exciting and engaging campaign moments that resonate with nozzle switchers and keep them coming back for more.”
“As Universal Music Group & Brands, it is a great pleasure to partner with a global brand such as Shell on this exciting campaign. We are very confident that all Shell customers will enjoy the music offering that both our artists and the dedicated Shell Music Playlist will have to offer during the campaign” Henry Koptwa – Senior Brand Partnerships at Universal Music Group Africa.
Image Courtesy: Supplied