Auto Expressions
The brief
We were appointed by Shell Car Care International (SCCI) to undertake a consumer campaign to promote the Auto Expressions car air freshener brand.
The execution
We conceived a “StinX Factor” promotional tour, visiting major retail centre car parks in cities across the UK, coupled with a media relations programme. Motorists were offered a free in-car valet in exchange for an analysis of their in-car smells by an eminent smell expert and the UK’s leading Simon Cowell look-alike.
Outcome
Coverage appeared across key automotive and news websites, regional radio stations, regional print titles and on BBC Radio 2’s Steve Wright Show.
Client testimonial
Jane Kendall, European Marketing Delivery Manager, Shell Car Care International:
“The campaign … worked very well in building interest and awareness of the car air fresheners category, and by developing the fun aspect of 'smelly cars', they generated excitement