Every day, Shell welcome more than 25 million people worldwide to their gas stations.
To enhance brand preference and give Shell a more human face, we went out looking for stories: real, personal ones. After all, a filling station is never the final destination, it’s just a stop on a longer journey. We asked Shell’s customers to give us their personal, inspirational stories to provide the basis for a unique content platform: #StationStories.
In 18 months, a platform has been created with unique stories from the Netherlands (2x), the Philippines, Turkey, Luxembourg, China, the United Kingdom (3x), and Malaysia (3x). #StationStories continues to grow every day, and is a successful element in Shell’s broader marketing strategy.