A customer in a Shell racing jacket at a driving simulator inside a Shell V-Power dome, with a staff member alongside

Case study · Fuel and energy

Shell V-Power Project Champions Forecourt Roadshow | 35 Staff | 5 Days a Week

The story in brief

For Project Champions, Shell set out to visit its forecourts across the UK, lifting customer service and promoting Shell V-Power premium fuels. Our team of 35 ran experiential spaces on the forecourts five days a week.

Client: Shell
Sector: Fuel and energy
Format: Nationwide forecourt roadshow
Venue: Shell forecourts
Staff type: Brand ambassadors, Promotional staff

35Staff

5Days a week

2Training days

The brief

Shell's Project Champions campaign aimed to visit Shell forecourts across the UK, improving the customer service experience while promoting Shell V-Power premium fuels.

Each visit needed an experiential event space on the forecourt to show off the fuel's performance, efficiency and protective properties, inside strict forecourt safety rules.

Shell V-Power inflatable domes and banners on a forecourt with chequered flooring and a staff member in Shell red

From displaying creative thinking against brief to first class operational deployment and campaign review, Executional were a value adding partner to collaborate with.

Lyall, UK Fuels Marketing Manager, Shell

What we did

We managed a nationwide team of 35 Champions, working five days a week.

Before the tour, the team completed two days of face-to-face forecourt and vehicle safety training with representatives from Shell and the AA.

The campaign was part of a multi-agency process, engaging consumers face-to-face and digitally.

A row of Shell V-Power domes set up on a forecourt, seen from under the canopy past the pumps

How it ran

Event spaces: V-Power domes set up on each forecourt to talk to customers about the fuel.
Service: our Champions added support to the existing forecourt teams.
Shell staff: we worked with thousands of Shell service staff, giving them the tools to explain the benefits of V-Power.
Safety: every activity ran within the safety confines of the forecourt.

The same event space and safety standard went to every forecourt on the route.

Where it ran

Shell forecourts, UK-wide

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