Shell Hula Girl
Shell’s positive partnership with the AIR MILES® Brand helps encourage drivers to fuel up at their gas stations. Shell sought to leverage that partnership, and boost sales, with a playful, attention-grabbing campaign emphasizing the benefits of loyalty while tapping into the universal appeal of relaxing getaways. Using this Center-Pop design by Information Packaging, they were able to gain attention and results, with 28% of recipients responding to the campaign. The direct mailing was followed up by an e-mail reminder, and participating customers were urged to track their progress toward rewards. This piece went on to win the prestigious “INCITE AWARD” at the CMA Awards!
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