Shell: Miniature humans to show it's the little things that make a difference
Agency: Wunderman UK
Fuel has become more and more commoditised. Customer loyalty had fallen by 6% in a year. Every 100,000 customers kept engaged equated to $52 million annual spend. Shell had to make customers value the brand and loyalty programme, so they'd choose Shell more often.
Strategy
On the surface, it's hard to see the difference between filling up at one brand of station and filling up at the next.
Fuel is fuel, right?
And frankly, unless you don't have something they expect they simply won't...