Shell: Cross-channel measurement beyond last-click attribution

Fuel brand Shell launched a multi-media promo programme to drive top-of-mind awareness and boost fuel sale volumes in Hong Kong.

Campaign details

Brand: ShellBrand owner: Shell FuelsAgency: MediaComCountry: Hong KongIndustries: Tyres, fuel, accessories, servicesMedia channels: Email marketing, Integrated, Online display, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Programmatic display, Public relations, Radio & audio, Search marketing, Social mediaBudget: 500k - 1 million

Executive summary

In Hong Kong, fuel brand Shell operates in an extremely competitive environment with many fuel retailers running several similar promos at any one time. We were tasked to boost fuel volume, through looking deeper into audience insights and thinking beyond products. Third-party research revealed...

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