Agency: iris Worldwide, Sydney

Roles: Executive Producer, Global Project Lead

Project Type: Digital Platform & Launch Campaign

URL: http://lovedrives.com.au/

Case Study:

In the world of fuel communications, finding traditional product unique selling points is a difficult task, and finding ones that consumers actually care about, even more so. We wanted to help Shell transform the way consumers think about fuel, and driving—and that meant creating something that they can feel genuinely warm, nostalgic and passionate about. For most Australians, that isn’t the fuel, its the driving experience.

Introducing Love Drives. A participation platform built from the ground up, championing Australia’s love of the road. We believe driving is not always about going from A to B, but, a journey. It means taking the scenic route instead of the freeway, finding the hidden lookout or that unique restaurant only the locals know about. Love Drives is an ever-expanding catalogue of Australia’s best drives and even lets you create your own drive to share with the world. LoVe Drives aims to be the destination online for people who are passionate about driving, and those who are looking for a new way to experience the road.