With the 'performance you can see' proposition the new LATAM Shell Helix Ultra TV ad featured a translucent, crystal car that allowed the viewer to see oil moving around its engine. A distribution idea that got the TV ad out to other global markets was to create a Smartphone app game using the accelerometer feature where gamers could manoeuvre oil by tilting or tapping to reveal the inner workings of a crystal engine. This fun game tested dexterity while building brand engagement.
