STEREOTYPE FUELING by Brandbase for Shell

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Industry Automotive products, services and accessories
Media Promo & PR
Market Netherlands
Agency Brandbase
Director Paul Alberts
Creative Director Marvin Pupping
Client Service Director Gilles Heybroek
Released July 2009

Credits & Description

Category: Cars & Automotive Services
Advertiser: SHELL
Product/Service: FUELSAVE EURO95/ DIESEL
Date of First Appearance: Jul 25 2009 12:00AM
Entrant Company: BRANDBASE, Amsterdam, THE NETHERLANDS
Director: Paul Alberts (Brandbase)
Creative Director: Marvin Pupping (Brandbase)
Client Service Director: Gilles Heybroek (Brandbase)
Project Manager: Inge Overtoom (Brandbase)
Marketing Manager: Linda Van Schaik (Shell)
Brand/Communications Manager: Klaas Engelsma (Shell)
Territory Manager: Ewout Eelkman Rooda (Shell)
Brand/Communications Manager: Chris Moorman (Shell)
Media placement: Promotional Website - Online - 17 July 2009
Media placement: Radio Commercial - 549 Spots (1 Month Period) - Radio 3FM, Radio 538, 100% NL, Radio 2, Sky Radio - 20 July 2009
Media placement: POS Advertisement - POS - 20 July 2009
Media placement: Flyer Announcement - Local Distribution - 20 July 2009

Describe the objective of the promotion.
The objective was to introduce Shell FuelSave fuels to all petrol consumers in Holland, private as well as corporate. The campaign needed to generate a minimum of € 500.000 PR value and a 1% fuel volume increase on what was a very limited budget. The objective was to get the consumer not only to start talking about Shell FuelSave fuels, but also to take action, whilst also tackling the inaccurate price perception of ‘greener’ products being more expensive. Considered a large, somewhat distant multinational corporation, the campaign also needed to make contact with the consumer at a more personal level.

Describe how the promotion developed from concept to implementation
Consumers were given a free full tank of FuelSave when they arrived at petrol stations in fancy dress. The campaign was designed to snowball - the consumer participation generating a large press interest, which in turn stimulated more consumers to take part in the action, and so on. Because the idea was to involve the target group directly, thereby making the Shell brand more accessible, we decided on a more sympathetic open approach, both in terms of the concept and in the way in which it was communicated.

Describe the success of the promotion with both client and consumer including some quantifiable results
Drivers all over the Netherlands dressed up as wedding couples, ski-teachers, midgets, cowboys and Indians. The media-value generated by PR was over € 2.100.000, exceeding the original target by 400%. Furthermore, a 2.8% fuel volume increase was generated. Which exceeded the original target of 1%. The campaign snowballed as intended and the ensuing free publicity ensured a fast introduction of Shell FuelSave. And by involving drivers personally in the campaign, the brand achieved a more personal contact with the consumer that was both fun and informative.

Explain why the method of promotion was most relevant to the product or service
We chose to launch the campaign during the summer holidays. This made it much easier to gain attention and furthermore, consumers also had more time to properly participate. By introducing the campaign via national radio, a special website, local print and POS-material, and combining this with an outstanding PR-campaign, the ideal setting was established. The campaign was not only sympathetic, but clearly communicated the advantages of Shell’s new fuels in a fun and tangible way.