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Proximity London

Shell Avios Award Film

Volkswagen Unbelievable value

In the UK, Shell has over 1,000 service stations nationwide. The Shell Drivers Club card is their ongoing customer loyalty scheme. When Shell Drivers Club card holders buy fuel and swipe their card, they’re rewarded with Avios, which they can trade in for free holidays. To coincide with the re-branding of Air Miles as Avios, Shell wanted a cut-through campaign that would drive recognition and uptake of the Shell Drivers Club.

Volkswagen asked us for a direct mail and email campaign to support hard-nosed financial propositions. We found a way of communicating easy payment terms and free insurance offers in a way that was unmissable, yet congruent with the brand’s gentle, witty, intelligent tone of voice.

Proximity London

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