Delivering a brand-new promotion for Shell Go+, the fuel loyalty programme for UK drivers

The Shell Go+ loyalty programme launched in 2019, replacing their long-standing Driver’s Club proposition. Since then, Shell Go+ has been a huge success gaining millions of members, replacing the traditional points-based scheme with a new milestone model (a fuel sector first), as well as offering environmental initiatives such as carbon offsetting member journeys for free. Alongside multiple award wins and industry recognition including ‘Best Long-Term Loyalty Initiative’ from The Loyalty Magazine.

In the start to 2021, Shell wanted to inject some promotional pizzazz into the Shell Go+ experience, with a brand-new promotion that would catch the eyes and hearts of new and existing members alike.

Working closely with fellow WPP agency Wunderman-Thompson, Mando-Connect devised a creative standalone 10-week promotional campaign that ran across 1000+ Shell service stations around the UK, rewarding new and existing Shell Go+ members who spent £20+ with the chance to ‘Spin to Win’ – giving drivers a guaranteed winning moment from millions of prizes from much-loved brands as Forest Holidays, Fitbit, Halfords and Waitrose. Through our Partner Bank™ – Mando Connect’s extensive partner network – we were able to secure a host of lower tier consolation prizes as well, allowing ‘Every spin to be a win’ driving customer acquisition and eyeballs for both our prize partners and Shell.

Drawing on Mando’s expertise in promotional risk, we implemented a fixed-fee approach allowing Shell to communicate a vastly increased prize pool with ‘Millions of prizes to be won’ at an effective ROI rate.

The campaign is running to end of March 2021 so watch this space. Click here to find out more about Shell Go+.