Business Challenge
- Market Context: Shell wanted to emphasize its premium services and customer-centric approach in a competitive fuel market.
- Revenue Impact: Aimed to drive station visits and encourage purchases of value-added services (e.g., car wash, coffee).
- User Pain Points: Users sought high-quality, reliable fuel and car maintenance services.
- Cost of Problems: Low engagement and limited perception of Shell as a lifestyle brand.
- Market Context: Shell wanted to emphasize its premium services and customer-centric approach in a competitive fuel market.
- Revenue Impact: Aimed to drive station visits and encourage purchases of value-added services (e.g., car wash, coffee).
- User Pain Points: Users sought high-quality, reliable fuel and car maintenance services.
- Cost of Problems: Low engagement and limited perception of Shell as a lifestyle brand.
Strategic Approach
- Research Insights: Identified convenience, quality, and eco-friendly services as priorities for customers.
- Solution Framework: Developed a 360° campaign to position Shell as "Always Ahead" in meeting customer needs.
- Decision Criteria: Focused on relatable visuals, highlighting diverse service offerings and trust.
- Implementation Plan: Used TVCs, OOH, DOOH, social media, and in-store visuals for consistent messaging.
- Research Insights: Identified convenience, quality, and eco-friendly services as priorities for customers.
- Solution Framework: Developed a 360° campaign to position Shell as "Always Ahead" in meeting customer needs.
- Decision Criteria: Focused on relatable visuals, highlighting diverse service offerings and trust.
- Implementation Plan: Used TVCs, OOH, DOOH, social media, and in-store visuals for consistent messaging.
Results
- Revenue Increase: Boosted in-store sales (coffee and services) alongside fuel purchases.
-User Metrics: Increased station foot traffic and higher engagement on digital platforms.
- Performance Data: Positive growth in Shell Select and deli2go product sales.
- Client Testimonials: Customers reported better service perceptions and trust.
- Revenue Increase: Boosted in-store sales (coffee and services) alongside fuel purchases.
-User Metrics: Increased station foot traffic and higher engagement on digital platforms.
- Performance Data: Positive growth in Shell Select and deli2go product sales.
- Client Testimonials: Customers reported better service perceptions and trust.
Visual Evolution
- Before/After: Shifted from fuel-focused ads to lifestyle-oriented visuals.
- Key Iterations: Refined the storytelling to highlight convenience and customer moments.
- Decision Points: Balanced aspirational visuals with everyday customer interactions.
- Final Solution: Delivered a cohesive, visually appealing campaign across all channels.
- Before/After: Shifted from fuel-focused ads to lifestyle-oriented visuals.
- Key Iterations: Refined the storytelling to highlight convenience and customer moments.
- Decision Points: Balanced aspirational visuals with everyday customer interactions.
- Final Solution: Delivered a cohesive, visually appealing campaign across all channels.
Why This Works
- Business Goals: Aligns with revenue growth and brand trust objectives.
- Strategic Thinking: Demonstrates an understanding of customer needs and market dynamics.
Real-World Impact: Clear, measurable improvements in sales and engagement.
- Business Goals: Aligns with revenue growth and brand trust objectives.
- Strategic Thinking: Demonstrates an understanding of customer needs and market dynamics.
Real-World Impact: Clear, measurable improvements in sales and engagement.
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