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Wunderman - UK


Team Shell win top CRM accolade at the Loyalty Awards

The Loyalty Magazine Awards celebrate excellence, innovation and best practice in the loyalty industry across Europe, the Middle East and Africa. Created by Loyalty Magazine, the Awards have responded to a desire in the loyalty business to celebrate the achievements of those companies and organisations excelling and achieving the extraordinary.

At Wunderman, loyalty is a constant focus for Team Shell, which is why we’re so thrilled to announce that Shell bagged the ‘Best use of CRM’ award for the Driver’s Club campaign.  

A little bit about Driver’s Club:

Drivers’ Club is Shell’s global CRM programme. Although new members were happy to join, there was little long-term engagement; we needed to change this. We had to get people to engage more with the brand by 1) dramatising the programme benefits more vividly and 2) demonstrating the value of visiting Shell. As a result, we developed a new CRM contact strategy. This communicated key 'moments of truth' across 4 customer life stages, to show members how all the individual instances of care and reward added up. We reframed the offering under the campaign line 'It's The Little Things That Make A Difference.' A distinctive visual look brought the campaign to life and made the programme less transactional and more emotional, which was a huge success for Shell. 


See the full winners list here