Brief
Shell Retail is a global
business, marketing and retailing fuels in almost every country in the world.
Competition in this market has never been more intense, not only from the other
global brands and local petroleum retailers, but from a wide range of discount
brand and mass market general retailers too. As the price of motoring continues
to increaser, motorists are under increasing pressure to consider the cheaper
options, and many are asking why they should continue to choose Shell.
If Shell were to retain
their leadership position and sustain long term profitable growth, they needed
to strengthen the emotional relationship between themselves and their
customers.
Solution
We developed a proposition for Shell fuels which focused exclusively on those motorists who are predisposed to believe that not all fuels are the same. It was based on the motorists’ latent belief in their technical expertise, but it went beyond mere functional superiority, and also evoked an emotive respect.
It was a natural fit with Shell, and instantly elevated perceptions of what Shell fuels could do for people’s cars, and, more significantly, journey’s taken in that car. Each individual type of Shell fuel provided its own form of better movement – more power, enhanced fuel economy, or increased responsiveness – but all of them can help you move better.
The campaign launched in April 2006 and is now running in countries as far apart and varied as Hong Kong, UK, Greece and Australia. Results from all markets are very positive, both in tracking and sales terms, although specific data is confidential. The ‘better movement’ message is influential, unique, and relevant. It is evident that this higher level benefit, which demonstrates greater understanding of the motorist, is creating distinction between Shell and the more product focused competition.