Creating compelling content that brings to life how our retail network forms the intersection of life happening around the world and support the Welcome to Shell program has been a key part of this. We want to let our human side show and show that we care about our people and our customers.

#StationStories is an emotionally-driven creative platform to support this. Designed to capture snapshots of peoples’ everyday journeys via Shell sites at any point of the day or night, anywhere in the world. Whilst these people can be customers or colleagues, all their stories must be authentic and emotionally engaging.

No scripts. No casting. Just genuine conversations starting with one very simple question: “where are you going?”

Partnering with Iris, (Shell’s global retail communications agency responsible for developing the Welcome to Shell program), we led the creative execution in collaboration with production team from Blazhoffski (Warner Bros partner). The team set out to source capture real human stories on location at local Shell sites which was achieved with a very small crew and a brave step for a huge brand to step into the unknown with no scripts and no actors. Paid media amplification strategy was managed by Mediacom.

An integrated approach was taken with the long form film content and written stories promoted via YouTube, Facebook, paid search as well as on our own digital platforms ranging from our Mobile Motorist app, CRM communications, local market websites and OOH. A social retargeting strategy was used to connect this emotional content with relevant offers and service messaging to create a red thread and drive further media efficiencies.

The films we created were viewed 8.7 million times in the first 6 weeks (against 2 million planned) with an efficient media spend.

Independent research agency, Marketing Sciences developed a new research methodology to help us understand the impact the films have on brand preference & purchase intent.

73% of those people exposed to the StationStories agreed that they make the Shell brand more appealing

We saw up to 15% uplift in purchase intent (compared to those people with the intention to visit shell in the next 3 months versus a control group)

4% uplift in people willing to recommend Shell to a friend in Turkey

Generating positive sentiment and true, human reactions in the social space with the words ‘love' and ‘care' associated with the Shell brand for the first time ever.