Shell – Velocita
Principal Author: Andy Brown - The Marketing Store Contributing Authors: Stephen Barber, Douglas Moody-Stuart - The Marketing Store; Tina Chao - Shell
1. THE BACKGROUND
This is the story of how The Marketing Store developed what is considered to be Shell's most successful ever self-liquidating, global promotion. The working title for this program is Velocita, suggestive of Italy and speed.
Shell, a global brand with operations in over 80 markets required a campaign that would build both positive brand equity and encourage 'non-users' and 'fuel switchers' to visit Shell more often and, at the same time,...