Shell Helix Launches Its New Marketing Campaign

Kuala Lumpur, 15 April 2010 – Motorists across Malaysia will now be able to see how Shell Helix helps to keep their engine “clean on the inside”, following the launch of a dramatic new advertising campaign by Shell Helix.

The new campaign for Shell Helix motor oils was officially launched by Encik Azman Ismail, Managing Director of Shell Malaysia Trading Sdn Bhd together with Mr. Tan Min Yih, General Manager, Lubricants, South East Asia-South Cluster at the Winter Bar, Club Quattro in Kuala Lumpur.

The Shell Helix motor oils campaign is spearheaded by a powerful TV commercial ‘Crystal Car’, produced by award winning director, Ivan Bird. Both Shell and Bird have pushed the boundaries and produced an innovative and exciting advertisement that demonstrates with crystal clarity how Shell Helix can clean and protect engines, allowing the viewer to easily understand the cleansing power of Shell Helix.

The TV commercial features a group of Shell Helix experts building a unique transparent car.  Built with painstaking accuracy, the car model makers ensured that the transparent model was an exact working replica of a motor vehicle. The transparent car body and motor was designed to best demonstrate the benefit of the oil as it works its way through the engine, with only the tyres and the spark plugs being opaque. The car is brought to life when an expert starts the ignition and during a split second we see the lubricant’s journey through the transparent car engine, allowing the viewer to see Shell Helix in action like never before.

“The Shell Helix communication platform remains focused on the outstanding cleansing power of Shell Helix. Shell Helix with Active Cleansing Technology cleans and protects engines. Shell Helix Ultra is five times more effective than a regular mineral oil at removing sludge from dirty engines, at the same time offering three times better protection and twice the engine wear performance." said Encik Azman Ismail.

Shell Helix Ultra is a proud result of Shell’s long-standing partnership since the 1930’s with Scuderia Ferrari in developing products that are used on both the race track and on the road. Today, the Shell Helix Ultra product range uses the same active cleansing technology found in the Ferrari Formula One engine’s highly-advanced blend of lubricant.

In light of this successful technical partnership, Shell is offering its consumers a chance to sample the power and performance of the latest Shell Helix Ultra-lubricated Ferraris around the team’s private test track in Maranello, Italy this November.

Shell Helix Ultra Ferrari Adventure Challenge

Beginning May 2010, Shell Lubricants will be holding the Shell Helix Ferrari Adventure Challenge, to reward four lucky Malaysians to a two-day all expenses paid trip on 18 & 19 November 2010.

Winners will be privy to an exclusive meet-and-greet session with the Ferrari Formula One Team drivers, get the chance to be driven by the Ferrari Formula One drivers, experience the Shell Helix Ultra-lubricated Ferrari road cars, explore the Ferrari road car factory and Formula One workshops, just to name a few.

The Shell Helix Ferrari Adventure Challenge Phase 1 will begin from May – July 2010. Consumers are required to answer a simple question and submit the entry form with proof of purchase of any of the Shell Helix Ultra, Shell Helix HX7 or Shell Helix HX7 Diesel 4L packs.

Selected winners will win cash prizes and stand a chance to participate in the Shell Helix Ferrari Adventure Challenge Phase 2 to compete for the grand prize to Italy.

For more information on Shell Helix Ferrari Adventure Challenge, please visit www.shell.com.my or visit your nearest Shell station and car workshops from May 2010.

For media enquiries only, please contact:

Shell Media Relations
Cindy Lopez
+603 2091 3719 or cindy.lopez@shell.com
Stephanie Khoo
+603 2091 2115 or stephanie.khoo@shell.com

Notes to Editors

The term ‘Shell Lubricants’ collectively refers to Shell Group companies engaged in the lubricants business. They manufacture and blend products for use in a range of applications from consumer motoring to mining and power generation to commercial transport. Shell’s portfolio of lubricant brands includes Pennzoil®, Quaker State®, Shell Rotella T, Shell Helix, Shell Rimula, Shell Tellus, Monarch, a portfolio of car care products and Jiffy Lube®. Shell has leading lubricants research centres around the world: in Germany, Japan, UK, and the US, plus a new presence in India.

For the third consecutive year, Shell is the number one global lubricants supplier - selling more lubricants in 2008 than any other company in the world, with a 13% share of the market in volume terms (source: Kline & Company report: ‘Competitive Intelligence for the Global Lubricants Industry, 2008 - 2018’).