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Jump- Shell

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by

Cristina Rodríguez

on 18 March 2014

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Transcript of Jump- Shell

Sleep well, you are with Shell
Main ideas

Predictability

Trust

Workload of people
Positioning
Goal
Distinguish Shell lubricants in a highly competitive market

- Innovation
- Quality
SMART Objectives
Videos
Actors - actual customers
1 video - Sleeping workers, middle age male voice over, lullaby
2 video - Follow-up with the same people defining Shell
Communications
Plan
Website
Strengthen Community between businesses

Understanding of products

Educational & didactic (tips & guidelines)

Blogs – News section

Questions and Answers – Expert

Product of High quality
Reasonable price
Stand for ‘car motor oil’
and ‘heavy duty engine oil
Vardges Hoveyan
Manager of Creative Department
Julia Oertel
Manager of Interactive Department
Cristina Rodríguez
Account Manager
Ploy Thanittiraporn
Strategy Development Manager
- UK market based
- 1 year
- 5 Million Pounds
Background
Founded in 1907
Supermajor
70 countries
87.000 employees
Development programmes
Influential UK
- To drive 20% more visits to the website

- To generate 10% more new leads by the end of 2016

- To grow Shell email subscribers by 20% in the next 24 months

- To increase lubricant sales by 10% by the end of 2016
Target audiences
Own consumption
Customised lubricants
Decision makers
100.000 companies

Pen profiles
Positioning Strategy
Creative Concept
Shell takes care of your businesses
Sleep well you are with Shell
Making your business more predictable
Evaluation
To drive 20% more visits to the website - Shell statistics, Google AddWords

To generate 10% more new leads by the end of 2016 - Response rare, order rate, cost per qualified lid

To grow Shell email subscribers by 20% in the next 24 months - new subscribers, open rate, bounce rate, click-through rate, complaint rate

To increase lubricant sales by 10% by the end of 2016 - sales, market share
Conclusion
Independent website
Videos
Trade shows
Billboard advertisement
Direct mail
Celebrity endorsement
Social media
Media relations



Anastasia Bahdanava
Data Analyst
Media Relations
Meet business partners in person
Register for seminars and Expert talks
Shell Lubricants Community

Trade Shows
Top Gear
Any questions?
Full transcript