Brief:

Research showed that, where consumers had a choice, there was a clear preference for mains gas as the fuel for central heating.

In other areas, however, the market was more evenly balanced between oil, solid fuel and LPG. Oil, however, had a problem. Although modern appliances were technologically advanced and the fuel itself was relatively cheap, the market perceived it as dirty, expensive and difficult to manage.

The brief was to create an advertising campaign - consisting of magazine spreads, a TV commercial and a response-fulfilment brochure - that would address negative perceptions and generate enquiries.

The key market was those people who lived in areas off the mains gas network who did not already have any form of central heating.

The creative solution was to use the advertising to alert consumers to the generic benefits and easy availability of central heating in remote areas. This would be supported by more detailed arguments in favour of oil and Shell in the sales literature. This dual approach was reflected in the two campaign lines: 'Shell Can' and 'Discover Oil'. The campaign was put on ice following the onset of the early 'Nineties recession.

Back to Portfolio
Back to Case Studies