Shell Oil Products U.S.


Marketing 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.

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