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Gamifying the least-fun bit about driving.
An online, email and activation campaign to try and emotionally engage Shell Driver’s Club members with the dull-as-ditchwater chore of filling up at the petrol station. We used the insight that, despite ourselves, we all can’t help but try to absolutely hit the number on the nose when we’re watching the dial on the pump click past, and offered rewards and points to members based on their pump accuracy. Nearly 100 million awards points were handed out, with half a million drivers taking part - leading to the activation becoming Shell’s most successful loyalty campaign ever.