Saltwater Cars 

Jam-packed full of science, fun, speed, creativity and environmental goodness, your Salt Water Supercars look fantastic.

The Challenge

Shell is committed to providing affordable clean energy and becoming a net zero-carbon company by 2050.

But most people don’t know that yet. We needed to prove Shell’s commitment to transitioning toward renewable energy in an inspiring and fun way that also drove repeat purchases.

The Solution

We invented a totally new promotional item

A collectible range of Shell Saltwater Supercars powered by our own proprietary batteries that run entirely on saltwater. We also created a racetrack made entirely of bagasse, 100% biodegradable organic waste material from sugar cane.

Each time drivers filled up at a Shell station, they were offered stickers to collect.

With enough stickers and a small additional payment, they were rewarded at the Shell station with one of the collectable Shell Supercars or a piece of racetrack. Customers could collect a whole range of Shell Supercars and enough bits of racetrack to build their own unique circuit.


The campaign increased incremental fuel sales volume, customer basket sizes and Shell’s market share.

And it showcased Shell’s commitment to sustainability by giving parents a fun way to talk to their kids about renewable energy.

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