Shell: Waze

Shell, an oil and gas company, partnered with Waze, a GPS navigation software, to directly engage Brazilian drivers in their route to refuel, and thus increase sales.

Campaign details

Brand: ShellLead agency: VML Propaganda LTDARegion: LATAM



The gas station category is, at the same time, related to loyalty and convenience. While some consumers always fuel the car at the same spot, others usually choose the nearest station when it is necessary to fill it up.

This choice for convenience is often made at a time when people are less

susceptible to various media efforts simply because they are focused on something else: driving.

In this moment of focused attention, there are few chances to connect with our target at the...

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