Earlier Shell promotions with Ferrari miniatures were always a success in Brazil, taking the consumer closer to the competitive universe of Formula 1. But what we needed was something more aspirational, with no competitors, highly technological but at the same time capable of personifying human attributes that money cannot buy: character, courage, justice and loyalty.

This is why we chose the Batmobile and created a promotion with miniatures. And to make it clear that the Batmobile stops only at Shell stations, we created a real life-size Batmobile that made its appearance in the most relevant channels of the automobile universe.

The Batman & Shell partnership increased sales of Shell V-Power premium gasoline, its chief product, by 51,953,470 litres. Besides this, the entire investment in the campaign was fully recovered through the record sales of 1.4 million miniatures, which exceeded all expectations and even returned a profit on the operation. But the most important result was that our consumers understood the message: it is worth paying a little more to fill up at the Shell stations that Batman trusts.