Campaign details
Brand: ShellBrand owner: Shell UKEntrant company: Wunderman Thompson, LondonMarket: United KingdomSector: Tyres, fuel, accessories, servicesMedia channels: Email marketing, Mobile & apps, Online display, Point-of-purchase, in-store, Sales promotion, Social mediaBudget: Up to 500k
Executive summary
In 2007, Shell launched its UK loyalty programme, Shell Drivers' Club. Ten years later, whilst still successful, the programme was losing relevance as customers' needs evolved.
A fundamental shift was required that could transition Shell to better supporting customers' journeys. Key to this was moving from mass fuel offers, targeted at...