Shell: Closing the online to offline loop with smart use of data

Hong Tran, Clarissa De La Paz, Maaz Khan, Joanna Mary

Oil brand Shell implemented an innovative audience-targeting framework in Malaysia to investigate whether tactical promotions work and, at the same time, increase fuel sales and grow brand preference.

Campaign details

Brand: ShellBrand owner: Shell FuelsAgency: MediaComCountry: MalaysiaIndustries: Tyres, fuel, accessories, servicesMedia channels: Competitions & contests, Mobile & apps, Programmatic display Budget: Up to 500k

Executive summary

Oil brand Shell had a question: Did tactical promotions contribute to its challenging objective of increasing volume by 2% in Malaysia where motorists are fickle and easily seduced by discounts, promos and giveaways? To combat this challenge, we had to catch brand switchers in the act of switching brands at thousands of stations among more than 10 money-off offers.

We...

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