Shell Helix oil - who would ever imagine trying to bring an OIL brand to life, and what's more at a Rand Show consumer experience? Well Exp. have...in conjunction with Shell's promotional advertising agency rmg.connect. Now you can experience this at the Rand Show.
How was it all put together? "We were briefed to build on the emotion of the Shell Helix brand, with rejuvenation, revitalisation and refreshment and to create an experience that enables visitors the opportunity of interacting and understanding the brand first hand" says Exp. creative strategist Colin Mandell.
We have created a refreshing break from the hustle and bustle of the Rand Show, by offering the consumer a walk through a rain forest - facilitating the emotional connection to the Shell Helix Brand. Once visitors have experienced this, they proceed through a waterfall, before entering a brand zone to greater understand how the Shell Helix Brand refreshes a car's engine.
"The emotional response to the Shell Helix TV commercial offers an interesting platform to work off" quips Mandell - "In terms of allowing consumers to interact, connect and escape with the Brand, it really works''
Exp. Brand Activation creates brand experiences with consumers on a sensual level, involving all five senses, which result in the emotional or Sixth Sense in making the journey 'real' and credible.
The Shell Helix Experience comprises more than 50 tropical plants which are looked after daily by gardening and landscape experts. 7 water pumps run 6 water features and various fountains to give a real and memorable refreshed feeling. All of this was designed in conjunction with landscapers and gardening practitioners to truly replicate a feeling of refreshment.
"All of this was set up and built from scratch" - says Project Manager Richard Burns - "When we arrived here four days ago, all that was here was a carpeted floor and three walls. We managed to design and build this unique refreshment experience all within a challenging lead time!"
At the time of going to press more than 20 000 consumers were refreshed by this unique experience.
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