Client
Shell
Role
Designer + Artworker
Platform
Omnichannel marketing
Shell, one of the world’s largest energy companies, wanted to improve the user experience at their fuel stations. Despite offering high-quality fuel, the process of refueling remained a largely transactional and impersonal experience. They saw an opportunity to enhance customer engagement and streamline the pump interaction process, ensuring a faster, more intuitive, and user-friendly experience. The original concept and strategy for this campaign were developed by another agency, and I was brought on as a digital designer to execute the creative across key digital channels.
Tools:
Although Shell is a globally recognised brand, many customers view fuelling as a functional chore rather than an opportunity to engage with the brand. The challenge was to change this perception and encourage customers to spend slightly more at the pump. We needed a simple but effective way to capture attention and incentivise behaviour change without disrupting the customer journey. The campaign also had to be rolled out consistently across digital platforms, navigation apps, and internal channels—ensuring every touchpoint reinforced the message, motivated action, and supported both customers and Shell employees in understanding and championing the initiative.
As a digital designer, I brought the original concept to life through a range of creative assets across Shell’s digital ecosystem. My focus was on designing a bold, engaging landing page, dynamic social media content, and targeted Waze ads that clearly communicated the campaign’s purpose. I also created internal materials to support staff engagement. Every asset was carefully crafted to ensure brand consistency and encourage participation across all customer and employee touchpoints.
How do you incentivise drivers to fill up with greater volumes of fuel on the forecourt? The ‘Pump Challenge’ concept was developed to gamify the mundane process by challenging customers to fill up to a round number (exactly £30, or £40, for example), thereby nudging them to spend that bit more. We developed a series of digital communications to announce the launch of this campaign and to get Shell Drivers’ Club members ‘pumped’ to take part in this challenge.
Campaign landing page
I designed a campaign-specific landing page with strong visual appeal, tailored messaging, and responsive functionality. It guided users through the challenge mechanics and provided a clear call to action to visit their nearest Shell station.
Modernised creative based on the initial concept from Wunderman UK
App articles
We designed promotional assets tailored for the Shell App, ensuring users could easily discover and engage with the Pump Challenge while on the go – seamlessly linking the experience from digital prompts to physical participation at the pump.
Forecourt digital screens
Digital screens at Shell stations played a key role in raising awareness. Bold, animated visuals delivered clear messaging at the moment of decision, prompting drivers to take part in the challenge while actively refuelling.
Social media promotions
A range of branded assets was created for Shell’s social channels. These were crafted to quickly grab attention, explain the challenge, and drive traffic to the landing page—all while staying true to the brand’s visual identity.
Targeted Waze adverts
I designed targeted Waze ads using branded pins and geo-triggered messages. These encouraged nearby drivers to visit Shell stations and take part in the challenge while on their usual driving routes.
Using a harmonious colour palette and illustrative style we were able to create a suit of unified content to use across both the internal and external campaigns.
Developed in collaboration with other desginers
To encourage Shell staff to further drive up sales and promote this campaign to customers, an incentive was offered to the top ten service stations with the biggest increase in Shell V-Power sales. These top performing service stations would win £250 worth of Amazon vouchers to be shared amongst their staff.
Internal digital communication
Customised internal emails
‘The Pump Challenge’ is Shell Drivers’ Club most successful campaign to date: with over seven million members points being earned, £28,000 worth of fuel vouchers being won, and a 17% uplift in Shell V-Power sales. This demonstrated that data-driven insight, coupled with a fun and innovative creative execution, can succeed in changing customer behaviour.
This project showed how digital design can elevate a smart concept into something memorable and impactful. It was rewarding to contribute to a campaign that not only boosted engagement and sales but also brought energy and fun to the everyday. Seeing creative consistency across all touchpoints -internal and external – was key to its success.
