Many new Shell GO+ members for Shell with Serviceplan

Shell kicks off the year by continuing its charm offensive to promote Shell GO+. Launched nearly a year ago, this loyalty program accessible in the Shell app allows customers to accumulate points to exchange for numerous benefits, such as discounts on fuel, at Shell shops, and on purchases from partners such as Zalando and IKEA.

Produced in collaboration with the Serviceplan agency, Shell's new campaign revolves around the tagline "Plein, plein de réductions" (Plenty, plenty of discounts). It's a simple title with a clear message, but also playful, meaning "a lot" and evoking both the "full tank" at the station and the multitude of Shell GO+ benefits.

A series of assets have been developed, including visible POS materials at stations, a digital component including paid media, as well as specific assets for the Shell website and app. In addition to increasing awareness of the loyalty program, the campaign's objective remains plural: to sustainably increase traffic and transaction volume (fuel and electric charging) at Shell stations, recruit new Shell GO+ members, and make using the app a true habit among existing program members.

Launched on January 10, the campaign will be visible in Shell stations with or without personnel until April 16, 2024, throughout Belgium, as well as in the Grand Duchy of Luxembourg.