Shell Advance “Enjoy the Ride” Global Campaign Launch with Nicky Hayden
Following the opening round of 2013 MotoGP in Doha, Qatar, Ducati Team’s Nicky Hayden headed to Jakarta, Indonesia, to help Shell Advance launch its “Enjoy Every Ride” global Campaign.
Officials closed the streets of Jakarta Wednesday, and Hayden, piloting a Ducati 1199 Panigale S, led more than 100 riders through the city to mark the launch of the campaign.
Shell reports the sight was completely new to the local community in Indonesia, a country that has many MotoGP fans. Hayden, leading mostly fellow Ducati riders, took riders pass many known local sights, including the Plaza Semanggi. The ride ended at Foundry 8 where Shell Advance unveiled the details of the new campaign.
Nicky Hayden (Ducati Team “What a great experience to be in Indonesia for the first time! To ride through the streets of Jakarta as part of such a huge convoy was incredible, since I love bikes so much. It’s all down to being part of the Shell Advance launch here; it’s been great fun. It’s really important to look after any motorcycle and good oil really helps you to enjoy it for longer. We use only Shell Advance in the Ducati MotoGP bike because it’s the best for our performance on the track.”
At Foundry 8, Hayden participated in Shell Advance’s “Punk Science,” a live demonstration where scientific beakers, flasks and test tubes were replaced with blenders, cocktail shakers, fruit juices and honey.
Together, Hayden and the “scientists” had some fun making cocktails to bring to life the various elements that go into making the superior RCE (Reliability, Control, Enjoyment) technology formula of Shell Advance lubricants, Shell reports.
Kuswantoro Pranabudi (GM Marketing, Shell Lubricants Indonesia) says: “As a global leader in lubricants, Shell Advance ensures a lifestyle that enables riders to experience the freedom of the ride. The global campaign aligns with Shell Advance’s commitment to be the trusted partner of bikers around the world Shell Advance allows them to benefit from effortless mobility and to experience freedom in their day-to-day life, through increased oil reliability, bike control and enjoyment.”
Shell reports the “Enjoy Every Ride” campaign is complemented by a series of advertisement publications, including three television commercials as well as print and billboard adverts based on Shell Advance’s “freedom” concept. The advertisements will depict real bikers with a creative graphic illustration “Yayy,” which reflects the freedom and joy of the ride with Shell Advance lubricants.