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Objective Launch FormulaShell Synthetic into Advance and generate sales via communication to target audience to come to Advance for product purchase.

Strategy Negotiate with Advance to place FSS off-shelf during intro and on-shelf if intro successful at no slotting cost in return for driving traffic to Advance during promotion period.

ProgramUtilize Autotrader.com, the highest used car frequented web site to promote Shell, FSS and Advance

Cost $50k for turnkey inclusion, category exclusive funded from vendor support. Will negotiate to include link to Shell driving tips.

FormulaShell Synthetic Advance Launch via Autotrader.com Advertising and Promotion June 1-August 1, 2002

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• #1 Most Visited Web Site

- Over 7 million monthly unique visitors

- Twice as much as any other brand in the category

- Top 20 AOL sites visited by keyword

• #1 in Brand Awareness

- 70% brand awareness

- More than twice the consumer recognition of any other brand in the category

• #1 Stickiest Website

- Three times more time spent vs. average internet site

- Our shoppers spend over 25 minutes per session on AutoTrader.com

- Top 50 internet sites for pages viewed

AutoTrader.com is the Market Leader

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Autotrader.com Users vs. General US Population (index = 100)

Profile PointAutoTrader.com

Online Index

Male 159

Automobile Parts (purchased in last 6 mo.) 346

DIY - Automotive 354DIY – Home Improvement 291Camping / Fishing Equipment (purchased in last 12 mos.) 209Oil Change (purchased or performed in last 12 mos.) 386Auto Accessories (purchased in last 6 mos.) 262

Autozone 20.5 225

NAPA Auto Parts 12.8 248

Pep Boys 5.9 174

Source: 2001 MRI Database and @plan., Inc. Data is based on US Adult active Online population (18+). 134,900,000

In-store Shopping (last 30 days) AT.com % Comp. Index

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• An innovative, turn-key promotion opportunity

• Online gaming promotion with unique brand integration throughout promotion and game elements:

Integrated coupon distribution component and product highlights which increase awareness, initiate product usage, stimulate sales, and drive traffic to your retail locations

• Addictive game elements means players spend more time with the game and, in turn, more time interacting with brands involved in the game

• Repeated consumer interaction with your brand

• Multi-million dollar online and offline media support plan

• Accurate and relevant game data reporting – including demographic, brand interaction, and behavioral data

‘Road Trip’ Promotion OpportunityJune 1st – August 1st

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Game Concept

• AutoTrader.com’s Road Trip is a consumer focused advergaming experience, incorporating an instant win component

• Players select a game car, maneuver it through a variety of automotive themed boards and win instant prizes along the way

• For sponsors, it’s a chance to advertise your brand in a unique way, gain valuable information about consumers and initiate usage of your product and drive store traffic

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• Strong brand and product integration throughout promotion and game play. • Reach over 500,000 unique consumers interacting in over 5 million game plays.

Brand Integration

Product Highlights

Promotion Integration

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• Product Highlights and Coupons will be presented between all game rounds and at the end of game play

• Product Highlight: Feature product advertising, messaging, and highlights

• Coupons: Distribute electronic coupons, certificates, or special offers to initiate product usage, stimulate sales, and drive traffic to your retail locations and/or website

Product Highlight & Coupon Distribution Interstitials

CouponProduct Highlight

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Buy Formula Shell at Advance Auto Parts

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PRINT: Over 9.5 Million copies

AutoTrader, Truck Trader, and Auto Mart Magazines print advertising campaign

ONLINE: Over 100 Million Impressions

Online advertising campaigns across AOL & AutoTrader.com and Direct Email campaigns

Auto Trader (82 Eds.) & Truck Trader (47 Eds.)(estimated 8 week circulation: 2,101,600)

Auto Mart (76 Eds.)(estimated 8 week circulation: 7,552,000)

(estimated 8 week impressions: 50,000,000) (estimated 8 week impressions: 50,000,000)

Multimillion dollar offline and online advertising campaign

Co-Branded Media Support

Direct Email(estimated emails sent: 2,000,000)

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Summary

• Unique turnkey promotion• Over 100 Million brand impressions in game and across our

media partners• Co-branded with instant-win prizes, product offers or coupons• Drive product trials and store traffic

Next Steps

• Evaluate interest level and discuss feedback• Determine commitment level from all partners• Discuss other opportunities and implement program

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Advertising and Creative Details

Autotrader.com, the world’s biggest and best used car site, is offering Advance Auto Parts and Shell an opportunity to reach millions of used car consumers via an advertising driver to buy FormulaShell Synthetic at Advance supported with an online promotion. This campaign will drive retail traffic and deliver a unique branding message via placements in all relevant areas of Autotrader.com, targeting a predominantly male audience and the used vehicle market. The strategy of the campaign will consist of the following components:1. Geo-Targeted placements in Vehicle Search Process.2. Content sponsorship in Car Care section.4. Road Trip promotion participation.

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Geo-Targeting on Search Results Pages

The Autotrader.com users perform over 25 million monthly vehicle searches for used cars and trucks. Studies show that the used vehicle buyer is extremely likely to perform cosmetic and mechanical maintenance on their ‘new’ used car shortly after the purchase.

Advance and Shell will target this audience around Advance stores through DMA or zip-code targeted ad units, which include rich media banners (DHTML, Java, Flash, PointRoll) and out-of-banner placements.

468x60 Rich-media banner

120x600VerticalBanner

468x85 Liner Ad

(Dealer Tile)

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Model Year Targeting (rich-media ad example) The PointRoll Banner

This innovative ad unitstarts like a regular bannerand expands upon mouserollover.

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Model Year Targeting (rich-media ad example) Out-of-banner (Eyeblaster)

This technology allows for a totally new way of communicatingon the web.

Our imagination is theonly limit to what can be accomplished creatively.

Autotrader.com has runseveral Eyeblaster campaignswith great results.

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Model Year Targeting (cont.) Out-of-banner (Eyeblaster)

The spot can ‘linger’ on the pageafter initial display.

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Car Care Placements Advance Auto Parts and Shell will receive fixed placements in the Car Care area which can feature offers in vertical banners and/or horizontal PointRoll banners.

In addition, the Home Page “Car Care box” will feature a DIY-related link to an article presented by Shell and Advance.

Advance and Shell are welcome to provide relevant and impartial content to be included in the Car Care area. Each submitted article that is featured will include a credit to Advance and Shell. All submissions must be reviewed by the AT.com editorial staff. 120x600

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