DRIVERS CLUB by Proximity London for Shell

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DRIVERS CLUB

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Industry Automotive products, services and accessories
Media Print, Magazine & Newspaper
Market United Kingdom
Agency Proximity London
Executive Creative Director Caitlin Ryan
Art Director Luke Mcclure
Copywriter Chris Monk
Released December 2011

Credits & Description

Category: Best Use of Shopper Marketing in a Promotional Campaign
Advertiser: SHELL
Product/Service: SHELL DRIVERS CLUB CARD
Agency: PROXIMITY LONDON
Executive Creative Director: Caitlin Ryan (Proximity London)
Senior Art Director: Simon Stephenson (Proximity London)
Art Director: Luke Mcclure (Proximity London)
Copywriter: Chris Monk (Proximity London)
Accunt Manager: Keke Gu (Proximity London)
Account Director: Simon England (Proximity London)
Senior Account Director: Tara Cubitt (Proximity London)
Account Executive: Anna Paling (Proximity London)
Campaign Manager: Gary Jenner (Proximity London)
Mac Designer: Lauren Millward (Proximity London)
Studio Manager: Matt Poscha (Proximity London)
Media placement: Point Of Sale - Petrol Forecourt - 29th Dec 2011

Describe the objective of the promotion.
In the UK, Shell has almost 1,000 service stations nationwide. The Shell Drivers Club card is their ongoing customer loyalty scheme. When Shell Drivers Club card holders buy fuel and swipe their card, they’re rewarded with Avios, which they trade in for free holidays.
There was 1 objective – increase uptake of the card. We had to connect fuel and flights in one design solution, so customers knew the benefit of card registration instantly. A tough challenge, particularly when dwell time on forecourts is just 1.2 seconds.

Describe how the promotion developed from concept to implementation.
We used the existing design of the card itself to create a series of bold iconic images that showed motorists just how far a tank of petrol could take them. The card’s red swoosh became a plane, a gondola, a palm tree, a deck chair, even the Eiffel Tower, telling customers quickly and simply that filling their car could lead to flying the world. We placed these images at every touch-point of a Shell customer’s journey – on banners as they drove into the forecourt, on posters above petrol pumps, and on top of the counter as they paid for fuel.

Explain why the method of promotion was most relevant to the product or service.
Buying fuel is, for most people, little more than a transactional experience. Any forecourt promotion therefore needs to work hard and fast if it has any chance of cutting through motorists’ routine. Yet, in this uniquely challenging environment, the marketing message we wanted to communicate was a complicated one.
Our campaign demonstrated how simple, classic design can prove effective amongst the most difficult to reach audiences. Using every available media space on the forecourt ensured customers would see and understand the promotion by the time they reached the till – just the spot to display our cards for easy pick-up.

Describe the success of the promotion with both client and consumer including some quantifiable results.
This elegant design idea has resulted in dramatic returns for Shell. In just a few weeks, 150,000 people registered for a Shell Drivers Club card – an unprecedented 300% lift in card uptake – making it one of Shell UK’s most successful loyalty campaigns ever. What’s more, consumers’ relationship with Shell is deepened with every Avios they collect, encouraging return traffic long after the promotion leaves the forecourt.