#StationStories

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Briefing

Every day, Shell welcomes more than 25 million guests to its more than 50,000 stations around the world. Create a global marketing strategy for Shell Retail to increase its brand preference and put a human face on Shell.

Solution

A petrol station is never a destination; it is always a stop along the journey. Everyone there is either going somewhere or coming from somewhere. We ask Shell station guests around the world for their own personal stories as the basis of a unique content platform: #ShellStories. BrandBase is responsible for both the concept and the production of all content for all online and offline resources.

These inspiring, emotional real-life stories put a human face on Shell and make the consumer more receptive of a commercial message.

Client
Case
#StationStories
Category
Films & content, Mobile & Digital
Agency collaboration
Blazhoffski

Result

In 18 months, a platform has been created with unique stories from the Netherlands (2x), the Philippines, Turkey, Luxembourg, China, the United Kingdom (3x), and Malaysia (3x). #StationStories continues to grow every day, and is a successful element in Shell’s broader marketing strategy.

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