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V-Power Diesel Challenge

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Client

Shell

Campaign:

V-Power Diesel Challenge

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Challenge

Skive was commissioned to develop an online racing game to promote the successful partnership between Shell V-Power Diesel and Audi — the first winners of Le Mans with a diesel fuel.

The game needed to support the broader positioning of Shell V-Power Diesel as being "More Power for Longer", the underlying brand message.

It also needed to be highest quality, reflecting the premium positioning of V-Power Diesel and Audi. A full 3-D experience was required providing best-in-class visualization.

Additionally, the game needed to sit within the Shell frameset and be rolled out in 13 languages, including Thai.

Execution

The main proposition was to "Race your way to glory with Shell V-Power Diesel and experience more power for longer in a grueling endurance race behind the wheel of the Le Mans-winning Audi R10."

The game needed to be instantly engaging for the casual viewer — resulting in a positive experience with minimal effort — while also accommodating and rewarding the attention of the more serious gamer.

It features a leader board to encourage competition between users, a challenge-a-friend mechanic and the ability for users to create mini leagues.

The game requires users to race around multiple laps of one track loosely based upon Le Mans with a mixture of wooded and road sections, a grandstand start and finish, perimeter hoardings and billboards, and periphery objects such as tyre barriers.

Users begin the race in the pits after a short animated intro sequence featuring the V-Power Diesel fuel filling the R10. As you progress, the game changes from day to night and back to day, conveying the fact that the race is 24 hours.

During the race, the user can press the 'C' key to switch camera angle from the standard over-the-shoulder perspective and toggle between a more dramatic ‘cockpit view’.

The longer you can stay in the race, the more points you score, with bonus points for how fast you reach the checkpoints and how many V-Power icons you collect.

The car and track, grandstands tye barriers, signage and scenery were modeled and rendered in 3D Max, and the game was programmed in lingo.

Results

The game is hosted by Skive and is dynamically pulled into the localised Shell websites, where it is promoted by editorial and banners and buttons. It is also being supported by online media designed by RMG.

It has been emailed to the Shell database, and will be placed on Miniclip.com.

Due to the success of the campaign in 2007 skive was recommissioned to add multi-player functionality in 2008.