– Background –
Shell Escape is Shell’s Loyalty program that allows you to earn Escape points each time you pump petrol or purchase products from our Select stores. Items can be redeemed with the points you have accumulated.
– Brief –
To revitalize the look and feel of the program together with refresh of some CVP elements addressing findings from the Loyalty Market Assessment.
This project will occur in 3 phases:
Phase 1: Development of Creative Concept (Key Visual Refresh)
Phase 2: Adaptation of approved creative concepts into Shell Escape assets
Phase 3: Production of Shell Escape assets
– Direction –
– Uses simple language to communicate to customers
– Objective is to build an emotional connection with members
– Focus is heavily customer oriented. A “For the Customer” perspective.
– Shell has always been a “leadership/strong figure”. A desire to take on a slightly softer image
– Notes –
We established 3 representation of what Shell Escape program could be. Following the understanding of the concept that we are going for, we further develop 3 visual directions that could represent the concept.
From the key visual that we have developed, it is then adapted to various offline medias such as posters and BTLs items and other online communications pieces as well.
ECD – Keith Tan
Art director – Allan Zhang
Designer – Samantha Branson
Copywriter – Eugene Ng
Accounts – Kenneth Zhang
Production & Photography – Stardust.sg
