Shell Stereotype Fueling

Briefing

Create an original concept for product promotion and to generate a positive buzz around the Shell Free Liter Weeks.

Solution

Type Tanking. A joyful series of events in which people dressed up as bride and groom, ski teacher, dwarf, cowboy & indian or doctor & nurse received a free tank of Shell FuelSave Euro 95 at certain Shell gas stations across Holland. The events were communicated through an action site, radio, print, POS, promoteams and flyering.