Winner of

Loyalty and relationship marketing

Shell

DS16_Loyalty and relationship marketing

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: "A strong idea that any driver can relate to - delivering a strong and clear result."

Shortlisted

£1 Lunch for O2 entered by VCCPme

Wyevale Garden Centres - The Garden Club for Rebecca Pollard entered by WDMP