Shell

Shell Helix Ultra, being a new product of Pilipinas Shell Petroleum Corporation, needs a full-blast advertising for it to be fully recognized by its target market. Shell Helix Ultra is a gasoline engine oil specifically designed for the changing engine needs of gasoline-powered top tier cars like Mercedes Benz, BMW, Porsche, Pajero, Patrol, and luxury and sports cars. For this reason, the target market of this brand are the males who belong to the A and B classes of society with ages ranging from 20-55 years old. The group thought it best to utilize the tri-media namely: television, radio and print for this particular advertising campaign. This is because through the combined use of each, we would be able to reach Ultra\u27s target market more effectively and efficiently. We have come up with the basic tagline of \u27SHELL HELIX ULTRA AND YOUR CAR-THE PERFECT MATCH . All the creative strategies, copy and visual will revolve around this central idea. This tagline seeks to convey to the viewers, listeners, and readers that Shell Helix Ultra is the best choice for their cars\u27 needs, that due to its quality of being able to provide ultimate engine protection and performance, their cars will be treated like a special friend, with special care and concern. For this advertising campaign, Pilipinas Shell Petroleum Corporation has allotted a budget of P 16,000,000 for a period of six months starting from January until June of the following year, 1994. The budget is subdivided according to the following breakdown: 1) 81% will go to the Media Placement costs. 2) 11% will go to the total production cost 3) 7% will go to opportunity buys. 4) 1% will go to research costs. Research costs would include pre-tests, evaluation and post-tests of the effect of the said advertising campaign on the target market. Evaluation methods to be used are Recall method which will be done within 24 hours after the first telecast of the proposed television commercial. This would determine its appeal on the target market. Surveys could also be done and other research methods that can be applied. Opportunity buys on the other hand would account for contingencies or emergency costs that would have to be made during the six-month period. An example of this is if PSPC will be requested to sponsor car-shows