Shell kicks off road show campaign across Malaysia

Shell Helix is embarking on its “Can You Handle the Extreme?” roadshow at 17 locations across Malaysia to ramp up interest in the 2013 edition of its global promotion.
The roadshow features three Nissan Navara pick-up trucks in striking Shell Helix livery sponsored by Edaran Tan Chong Motor Sdn Bhd. They will be visiting select auto workshops and shopping malls in several states until the end of May 2013.
It kicked off with three locations in the Klang Valley before moving to Perak, Penang, Pahang, Johor and Melaka.
At each location, members of the public can take part in Facebook games and a mini off-road challenge featuring a radio-controlled 4X4 vehicle to win prizes and cash rebate vouchers valid for purchase of Shell Helix engine oils.
With each purchase of a 4-liter pack of Shell Helix Ultra, HX7, HX7 E or HX7 Diesel, customers can also vie for one of five Grand Prizes in the Shell Helix “Can You Handle the Extreme?” contest that is running from March 1 to May 31, 2013.
The five lucky grand prize winners will win an all-expense paid 5-day, 4-night VIP trip to South Africa. The highlight of the trip is the opportunity to take part in the Shell Helix Driven to Extremes World Championship. The two-day competition includes an extreme off-road challenge in the shadow of Cape Town’s famous Table Mountain and an exciting navigation challenge through the African bush.
Shell is also partnering with the Discovery Channel on a three-part program called Shell Helix – Driven to Extremes, in which Hollywood stars and professional drivers will test Shell Helix Ultra on three road trips amid extreme elements. The episodes will be “Road of Bones”, “Desert of Death” and “Jungle Road”.
In the first episode, actor Tom Hardy of The Dark Knight is paired with F1 legend Mika Salo. They head along the Kolyma Highway or the “Road of Bones” in Siberia, where temperatures can drop as low as -60 degrees Celsius.
Then, actor Henry Cavill of Superman is paired with MotoGP champion Neil Hodgson. They travel to China’s Taklamakan Desert, also known as the “Desert of Death” due to temperatures above 40 degrees Celsius.
The final episode sees the return of Mika Salo, this time paired with Oscar-winning star Adrien Brody of “The Pianist”. They tackle the unforgiving Johor jungle in southern Malaysia during monsoon season, facing local wildlife, torrential rain and mudslides.
In addition to the three episodes on the Discovery Channel airing in 75 countries around the world, the Shell Helix Driven to Extremes campaign also has a strong digital dimension, including mobile apps, a Facebook game and a dedicated YouTube channel, which features behind the scenes footage and details on the vehicles, the engines and the all-important oil.
“It is one thing to say that your engine oil can stand up to extreme challenges, but quite another to go to these intense locations, test and prove it on screen,” said Colin Abraham, vice president of marketing, Shell Lubricants. “It was a fantastic experience for us, and I hope audiences will enjoy following the challenges and the triumphs in the three TV episodes. If you watch, you will see just how much the crews relied on the technical performance of the oil to keep their engines going, and to get home safely.”
The Shell Helix Driven to Extremes series will air on the Discovery Channel beginning in March 2013. Digital content accompanying the series is available at www.youtube.com/shellhelix
(April 19, 2013)