Campaign & Direct Mail
Create a local promotion targeted toward core customers (4out of 5 fill-ups)
and switchers (3 out of 5) that not only drives traffic into Shell Gas
Stations, but creates excitement and builds brand awareness surrounding
the market switch from Texaco.
C.SAW Marketing developed a six week local store marketing campaign
consisting of a direct mail piece and a sweepstakes. The direct mail
piece highlighted the Shell brand and offered customers 3 coupons each
redeemable for 2 week periods throughout the campaign, the sweepstakes
offered nine finalists the opportunity to win $500 in Shell Gas and
one lucky contestant $10,000 in Shell Gasoline. The campaign was supported
with 2000 customized direct mail pieces per participating locations,
Point of Purchase advertising and station decorating kits. The direct
mail redemption far exceeded expectations and the campaign has been
repeated in over 20 markets nationwide on a local level.