Unlike in developed markets, Shell has a relatively small presence in China, especially compared to the two state-owned oil giants who make up more than 90% of the market. As a result, awareness of the Shell Retail brand is low.

Previous communications by the brand tended to follow the same line as competitors, focusing on price or product benefits in a rational way. Shell therefore needed to differentiate itself through communications that built up an emotional connection with its consumers.

Shell’s goal was to attract consumers to its stations during the peak summer fueling season and increase fuel sales by a targeted 5% with a campaign that would ultimately drive a lasting awareness for its brand in China.

Fuel Your Fun at Shell began online with the series of photographs showing the Shell LEGO models at iconic tourist destinations such as Beijing’s Great Wall and Chengdu’s teahouses. These were posted by Shell and its local partners on their official social media accounts, where users were encouraged to post their own photos of the models during their family travels.

To redeem the models, consumers could collect points by playing the interactive mobile game or use coupons earned by purchasing Shell fuel. The only way to physically collect the models was by visiting Shell stations, providing further incentive for consumers to stop by at the pumps.

Coupons could also be collected at offline events held at China’s busiest shopping malls. These events further leveraged Shell’s partnerships with Ferrari and LEGO, showcasing its 60-year history with Ferrari and their combined success in the motorsport arena.