Shell and software company Excentus partnered to create the largest fuel rewards program ever. We led the development of the Fuel Rewards Network brand identity and guidelines, which included co-branding directions for over 1,300 retail partners like GAP and Home Depot, as well as a messaging and design system that ultimately appeared at over 12,000 Shell fuel stations across the country.
Fueling Brand Loyalty.
SHELL FUEL REWARDS
BRIEF
• Brand Identity
• Brand Guidelines
• Website
• Promotion
• Experiential
• Social
• CRM
WORK
We explored hundreds of designs and ultimately chose this icon which cleverly hides a plus sign representing the bonus savings at the pump. Since the brand was part of a partnership between Shell and Excentus, we had to navigate two very different organizational cultures and layers of operational complexity to bring the visual identity to life. The brand compass guidelines were then built to define how the brand rolled out nationally.
A Winning Creative Strategy
After building the brand, website, and mobile app, we were asked to create a test campaign to drive registrations. In our research, we learned that people were so conditioned by fuel prices that savings of as little as 5 cents per gallon created a feeling of “winning” when they saved at the pump. We used this “jackpot” insight to develop the Spin-to-Save promotion, a gamified online and experiential activation that drove over 220,000 new registrations.
Promotional Website
The idea was simple. Spin the prize wheel and whatever value you landed on was the discount you saved on your first fill-up when you registered. A few lucky winners even landed a free fill-up or free fuel for one year. We also built in a 5¢ off per gallon referral bonus for each friend registered.
Experiential
We built a larger-than-life Shell fuel pump with a touchscreen kiosk built in. People at events and in malls could step up and swipe to spin. They could then complete their registration on iPads and register before leaving the event.
Premium Results.
SHELL FUEL REWARDS
Fuel Rewards and the Spin-to-Save campaign went viral and spread like wildfire across blogs, Facebook, and other social media platforms. It was even mentioned on the Today Show. The program generated more than 220,000 registrations, becoming the lowest cost-per-registration program in the client’s history. Spin-to-Save provided an entertaining experience that delivered more than double the efficiency of any other tactic and was rolled out nationwide.
RESULTS
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