How Shell used experience gifts to drive customer loyalty

Shell wanted to set up a loyalty reward program for its motorists in Hong Kong who used Shell’s premium engine oil ­Shell Helix Ultra Fully Synthetic Motor Oil. The campaign focused on how a motoring lifestyle inspires other lifestyle experiences. Through this campaign, Shell wanted to:

– Attract sign­ups into Shell’s membership program; and
– Create buzz for their brand Shell Helix Ultra

With a portfolio of over 300+ lifestyle experiences, we were able to select the experiences which would fit Shell’s campaign. It was important that the experiences were family and driver friendly. We worked with Shell to select 23 Red Packet experiences in the categories of Adventure, Family, Gourmet, and Relaxation. The spectrum of rewards spanned from a race car driving simulator experience to creative workshop and from dining for two to spa experiences.

To support the rollout of the campaign, we created a Shell­Red Packet branded website with the details of all the experiences. We also integrated our system with Shell’s new loyalty site via our API to ensure a smooth user experience for online rewards redemption. Shell Ultra Helix members who redeemed experiences received e­vouchers by email which they could then use to book their experiences. As with all Red Packet experiences, bookings were managed through our system and so members could simply show up with their e­voucher and enjoy their experience!

In order to generate additional social media buzz, we coordinated with each of the partners to distribute branded collateral to participating members. Members were also encouraged them to post photos of their experience on Facebook with the hashtag #ShellUltraHelixLifestyles

The campaign launched in June 2015 and you can see more details below. For more information for how Spoilt Corporate Services can help with your CRM programs, contact one of our enthusiastic team members here!