Objective: increase Shell V-Power volume in the UK
Most drivers don’t care where they get petrol from, they just want somewhere convenient. So Shell took over the Waze app, and re-routed over 67,000 journeys to Shell. All for a £32k media investment.
People don’t care where they get petrol from
When you need petrol, your main concern is ﬁnding your nearest petrol station – which means people don’t really care which company runs it. This is a concern because there are fewer petrol stations than ever: there has been a decline in number of over 80% since the mid-1960s in the UK.
In a sector with little brand loyalty, Shell wanted to make sure that as many drivers as possible could ﬁnd Shell’s petrol stations easier than any of the competition.
Drivers are ever more reliant on navigation apps. So Shell dominated one of the biggest.
Drivers are increasingly reliant on navigation apps to ﬁnd directions and avoid trafﬁc. We wanted Shell to be unmissable in that environment, making Shell Petrol stations stand out from the competition at every turn.
With two million users in the UK, navigation app Waze was the perfect partner. So we made Shell the default petrol station for Waze users.
Making Shell the default station for Waze users
We bought branded pins that show Waze users whenever they were driving near to a Shell petrol station, meaning that even if drivers weren’t consciously on the lookout for places to ﬁll up, they may be inspired to do an impulse stop in case it’s a while before they get the next opportunity.
We also bought the ‘nearby arrow’ which points users to nearby Shell locations during the ﬁrst few moments after opening the app. Buying both of these gained Shell signiﬁcant added value: free sponsored placements at the top of the petrol search results as well as speciﬁc places search results.
Finally, we ran ‘zero-speed takeovers’, a format which appears on-screen while the car is static to deliver a brand message for Shell’s premium fuel, V-Power. This meant that the awareness focussed ad units were only served when the car was stationary, ensuring drivers were not distracted during their journey and complying with Shell health & safety regulation.