30.01.2013 10:51
Shell Fuel Save
2012 campaign re-launch to eliminate perception of a premium fuel by audience.
Main goal: to improve understanding Fuel Save as an economy option and to strengthen the brand image perception.
1. Communication Audit (what is the communication situation?)
Audience: The Public
Shell Fuel Save range of fuels have been introduced in 2011 with a big campaign saying that users can save up to one liter of diesel or gasoline per tank at no extra cost. It has been said that they can do that just by using Shell Fuel Save Diesel or Gasoline, which is priced within the standard economy range. Fuels were claimed to be using brand new additives, thus reducing internal friction in the engine and improving the fuel spray from the injectors, especially in diesel engines.
Audience: Fleet Operators, Public Transport, Transport Service Providers etc.
Shell Fuel Save Partner. New tool has been evolved to help the fleet operators and transport service providers to manage their fuel consumptions. With fuel accounting for nearly 30% of operating costs it is a very successful campaign or strategy of reducing operating costs and fuel consumption. Shell Fuel Save Partner helps companies remotely monitor driver performance and fuel consumption to find ways how to save fuel costs. It provides reports, which link fuel card transactions with vehicle and driver data. The next thing, which is included in Shell Fuel Save Partner, is providing specific tips for the drivers to reduce fuel consumption even more dramatically.
Audience: Motorists
Target One Million campaign has been launched in 2012 in order to reach about one million people and teach them how to save fuel and lower fuel consumption. It has been done by on-line mini games one of which requires players to drive a virtual car in most efficient way by following Shell tips related to cutting down consumption.
2. What do we want to achieve in a new communication campaign?
The objective of 2012 re-launch campaign is to eliminate perception of fuel as a premium one. Shell company needs the audience to understand the benefits of Fuel Save range of fuels as well as strengthen the perception of Fuel Save as an economy fuel instead of expensive premium one and position Shell as a successful, credible, and trusted company among the fuel industry.
The other objective is continuing Target One Million campaign to involve and teach even more motorists how to save fuel - this time focusing more on environmental issues.
Third objective is to educate and involve public and governmental sector in Fuels Save by using this range of fuels, thus contributing to environment, having lower emissions, lower consumption and lower operating costs.
3. Target Audience
Four main target groups are being formulated within Fuel Save campaign.
Corporate level:
- Governmental and public sector (governmental organizations, EU policy departments, EU environmental departments, all the departments and their fleets, police department, firefighters, postal service etc., public transportation etc.
- Non-governmental institutions focusing on environmental issues
Company/user level:
- Carriers, taxi companies, transport service providers, companies having an extensive fleet (couriers, suppliers, service technicians, account managers etc.)
- End users using Shell Fuels
4. Communication strategy, tactics, tools
Communication strategy is closely related to targeted audience, therefore divided into three main parts. As mentioned earlier communication focus is on Shell Fuel Save range of fuels and their economy, environmental issues and perception of Shell as a unique and powerful brand. Part of the strategy continuously promotes activities that have already been implemented in earlier campaigns. The other part of the strategy creates brand new communication campaigns thus targeting the audience even more significantly.
4.1 Corporate level
As far as the original campaign has already been ongoing we have the data on reliability and success among targeted groups. We definitely need to stress out environmental impact at this level.
Governmental and EU institutions
- This audience will be targeted by focused messages about Shell Company being environmentally responsible.
- Providing numbers and figures. As far as we have the data, we can present the results of using Shell Fuel Save i.e. cost cutting, reducing emissions, being more environmentally friendly etc.
- Shell being the most environmentally responsible company contributing significantly
Tools:
Lobbing - to achieve using Fuel Save usage in governmental fleet, public transport etc. setting a role model and creating social and environmental responsibility while cutting costs at the same time.
Press Release - Shell being the first company to set environmental standards, reducing emissions and fuel consumptions, having an impact on wide society by learning tips ant tricks on effective driving and contributing to sustainable standards.
Sponsoring - donation for governmental institutions, sponsoring of substantial events, that can lead to strengthen the brand perception and brand loyalty.
Non-governmental and public sector
- Focus the message primarily on social responsibility and setting a role model in environmental approach
Tools:
Press Release - Shell being the first company to set environmental standards, reducing emissions and fuel consumptions, having an impact on wide society by learning tips ant tricks on effective driving and contributing to sustainable standards.
- Articles with the exact and relevant data on reducing emissions and cutting down fuel consumption according to data gained since the beginning of Fuel Save campaign.
Creating a stand-alone website providing tips and tricks on reducing fuel consumption plus setting up a Shell Fuel Save School, which targeted audience (public transport drivers etc.) can attend and learn saving tips in practice. This will yet again raise the brand perception.
Sponsoring - Shell sponsorship for school buses. Shell will provide Fuel for all the school buses for some limited period plus providing learning tips on reducing consumption for the drivers.
Press Conference - The previous action will be followed by press conference, to create a desired buzz in the media
4.2 Carriers, transport service providers, companies with extensive fleet
On this stage, we will abandon the environmental strategy, at least to some extent and focus more on cost cutting and lifetime of car parts - especially inlet valves. This is the main interest for carriers and transportation companies’ owners. They do not care about the environmental effects so much; all they want to achieve is bigger profit and satisfied customer with no higher price whatsoever. Cost cutting and longer service interval is the main factor in communication to this audience.
- Shell Fuel Save Partner - continue with this action trying to involve more companies to become the partner and teach more and more companies how to effectively drive (with less fuel consumption) We need to stress the benefits of this membership. As far we have the data on fuel costs e.g. from Shell Hong Kong Challenge - we need to provide companies with real figures on cost cutting.
Tools:
Press Release - How many % of operating costs does the fuel account for in your company? Direct article in specialized newspapers or online media explaining how Shell Fuel Save and Shell Fuel Save partner can save costs thus raising profits. Plus stressing higher lifetime of inlet valves - no need to service that often (important for transport company owners)
Press Release will be the corner stone and first step of further communication campaign focused on partnership.
Full Tank, Full Wallet campaign. Campaign running on internet (Shell Fuel Save Partner site) as well on filling stations to involve more companies in partnership with Shell.
- Stress out that being part of the Partnership brings companies also involvement in Shell Fuel Save School
- Part of the campaign will be the competition among companies already involved. Company that will be able to cut the biggest part of their costs during the limited time (e.g. half a year) will be awarded an honor of being economical and cost cutting leader and provided with some Shell benefits.
Are you feeling premium? Join us and be one of a million. Who are using regularly priced Fuel Save.
- Billboard campaign focusing on communication economy and standard price of Fuel Save product range.
- This can also be communicated through own Shell fleet cars distributing fuels throughout different countries Printing the cars) as well as on respective filling stations
4.3 Motorists
What should be communicating to this target audience? Definitely the regular price (it is not a premium fuel), lower consumption, longer service intervals for specific car parts or prolonged life cycle. We will use the traditional communication tools as well as the new types of media to support the brand awareness and perception of Fuel Save range.
Tools:
Print media - print campaign focusing on distributing the message regarding Fuel Save lowering the actual consumption and preventing inlet valves getting dirty.
(Idea of comparison to glass of water and glass of honey. When the water is poured out of the glass - it stays clean meaning this is Fuel Save. When honey is poured out of a glass it stays dirty on walls - this being regular fuel)
Filling Stations - After buying Fuel Save range of products, motorists will get the brochure saying - Thank you for being responsible for the environment + inviting to join the Shell School (learn how to drive more efficiently)
- QR codes on receipts - can redirect users using mobile QR reader to various pages (FB profile, Shell School, Fuel Save Partner etc.)
Video - viral shared on YouTube and FB
- Video of two motorists going on a journey around the Europe. One filling the regular fuel, the other filling Shell Fuel Save. Internet users will have a chance to check upon the drivers, send them messages, and see where they are and what are the costs at real time.
Twitter - tweet directly from Shell Company
- "We must make a confession to all of you who think that our Fuel Save is a premium product. No, it is just a regular....
- then another tweet in a couple of days continuing the statement ... regular priced product with premium quality!
Foursquare - Everyone who has filled Fuel Save range and has been checked on Foursquare will get a double clubsmart points
Shell app - develop a dedicated mobile app - route planner as well as cost calculator (of course using Fuel Save prices as a base for calculating costs and comparing to other fuels)
- same principle for route planners or fuel portals online - integration of Fuel Save
Guerilla campaign - Raising awareness of Fuel Save range.
- 3 km from the next Shell station. Car on the road. Nearby a driver "hitchhiking" or asking for help with the banner saying "This wouldn't have happened, if I've been using Shell Fuel Save" or "I have filled regular, get me some Fuel Save" etc.
- Cooperation with the media, creating buzz and explain the whole situation afterwards
5. Timing
Early 2012
- Corporate level communication, press releases regarding environmental contribution, one-off sponsoring, lobbing, creation of website for Shell School (would be ongoing throughout the whole year)
- Print media campaign
Mid 2012 (summer season)
- Press release regarding saving costs, Shell Fuels Save Partner continuation, Full Tank Full Wallet Campaign
- Filling stations activities /thank you brochures, QR codes/
- Shell app
- Guerilla
Late 2012
- Are you feeling premium campaign
- Once more, print media campaign
- Video /hopefully going viral/
6. What are the communication threats
- Disbelief
- 1 liter that can be saved on one tank (this is taking into consideration that the full tank is minimum 50l - can be easily miscommunicated
- Seeing Fuel Save range only as a marketing tool Shell is using to support sales and raise profits
- Thinking that actual lower consumption is gained not by using the actual Fuel range but rather by driving more efficiently and economically (which could have been achieved with any kind of fuel)
7. What will be the successful outcome (measuring of communication campaign)
We can consider communication campaigns successful if following occurs:
- Minimum of the threats will become real
- Shell Company will receive bigger attention on environmental field
- Media coverage stressing out social responsibility of Shell Company
- Higher brand loyalty - actually reaching two million customers as a result of "Reaching One Million" campaign continuation
- New companies involved in Shell Fuel Save Partner program
- Higher Facebook and Twitter coverage
- Understanding of economic value of Fuel Save range
- Understanding of environmental value of Fuel Save range
Adam Cagáň
30. januára 2013
