Shell were first to market with a new mobile payment service in the category. They needed to give people an extra reason to fill and go before other fuel retailers caught up. The extra reason was the chance to win a million Avios travel reward points, with three winners every day during December.
We turned the mundane filling experience into an action loaded trip with wonder and possibility. Because a million Avios could represent a Business Class trip for four to Sydney, or Los Angeles, or….anywhere they liked, really. We told drivers to prepare to become Avios millionaires. And showed typical customers filling their cars up in the middle of winter, already dressed for the holiday of a lifetime, in swimsuits and scuba gear.
- 53,541 new customers joined the mobile payment service during the campaign – a boost of 367%.
- 64,911 mobile payment transactions were made during this period – a surge of 49%.
- And Shell put an extra 2,946,712 litres of fuel sold down to those extra transactions.