Entered by: Wunderman UK
Project name: Pump Challenge
Shell's challenge was to get consumers to behave in a way unusual to the category, by showing loyalty in a commodity sector. An analysis of its 43 million transactions uncovered a deceptively simple insight that transformed the relationship between brand and customer - that people like to fill their petrol tanks so the cost is a round number. Shell succeeded in 'gamifying' the petrol pump with rewards for hitting specific numbers in its most successful loyalty campaign to date, generating a 310% return on investment.
Judges' comment: "The simplest of insights, finding the single nugget of data that would engage customers in a commoditised market."