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Home | Our work | Shell: Fueling the Screen at Every Pump

Shell

In a context where consumer attention is limited and fleeting, SHELL set out to transform the service station experience by turning each fuel stop into a dynamic media touchpoint. The goal: engage drivers directly at the pump with timely, relevant content while enhancing brand visibility.
Industry
Energy
Business line
New Store
Practice
Digital In Store
Case study
Shell

In a context where consumer attention is limited and fleeting, SHELL set out to transform the service station experience by turning each fuel stop into a dynamic media touchpoint. The goal: engage drivers directly at the pump with timely, relevant content while enhancing brand visibility.

Context

As a global energy brand with a vast service station network, SHELL operates in a highly competitive landscape where added value and customer engagement are key differentiators. To extend the impact of its forecourts beyond fuel delivery, the brand introduced a new media format — using the fuel pump itself as a high-attention communication space.

Our Ambition

We partnered with SHELL to turn the act of fueling into a moment of brand interaction — combining service utility with media value.

Our approach

We deployed a digital display system directly on the fuel dispensers, enabling:

  • Installation of digital screens integrated into the pump units.
  • A content management platform for dynamic, targeted message delivery.
  • Broadcast of branded and partner messages throughout the customer journey.

Campaigns included:

  • SHELL V-Power and FuelSave product messaging.
  • Loyalty programme Shell GO+ Rewards promotions.
  • Partner visibility for Wickes, Tombola, TomTom, Costa, and Deli by Shell.

On-screen content featured:

  • Functional benefits (e.g., “Improve your engine’s fuel economy”).
  • Promotional messaging (e.g., “Join today and get £2.50 worth of points”).
  • Partner brand slogans (e.g., “OPEN FOR FUN.”, “Feel house proud with Wickes”).

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Our Results

  • Deployment of digital pump screens across service stations.
  • Activation of multi-brand campaigns with measurable in-store presence.
  • Loyalty programme embedded in screen flows to drive repeat visits.
  • On-site promotions supported across product and retail categories.
  • Integrated digital signage enabled real-time, context-aware messaging.

The initiative successfully repositioned the forecourt as a strategic media asset — transforming routine fuel stops into value-added brand interactions.