How do you incentivise drivers to fill up with greater volumes of fuel on the forecourt?
By analysing our data, we discovered a 1/3 of Shell Drivers Club customers like to fill up to a round number – exactly £30, or £40, for example.
‘The Pump Challenge’ gamified this mundane process by challenging customers to fill at higher price points, nudging them to spend that extra £5/£10.
We engaged the Shell Drivers Club customer base with an innovative (and crucially fun) proposition. Customers were invited via email to test their skills and reaction on an addictive interactive ‘Pump Challenge’ game, before playing for real on their next visit to a Shell forecourt.
‘The Pump Challenge’ is Shell Drivers’ Club most successful campaign to date (17% uplift vs historical benchmarks). We demonstrated that a genuine data-driven customer behavioural insight, coupled with a fun and innovative creative execution, can succeed in changing customer behaviour during what is normally a mundane chore.