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Shell Unveils New Global Campaign In Partnership With Universal Music Group

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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 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, 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.

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

The post Shell Unveils New Global Campaign In Partnership With Universal Music Group appeared first on Forbes Africa.

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