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Shell BTL Guidelines

Shell // Shell

Mute HQ

Unlocking the potential of the forecourt

Shell is the largest branded global fuels network, serving up to 10m customers in approximately 43,000 retail sites every day. Under great pressure to drive sales, local markets often use the forecourt for all kinds of messaging, reducing their ability to communicate effectively. How do you help Shell develop impactful forecourt communications and better engage with their customers?

The Extraordinary Idea

Get under the skin of the Shell customer journey. We embarked on a global research project, and created guidelines for delivering the right message at the right time. This guide allowed markets to create local campaigns consistent with global principles - and saw Shell taking a massive step towards both understanding and responding to the needs of their customers.


The guidelines were launched in Sept 2011. All Shell BTL comms are now being designed using this policy, saving the business significant operational costs globally.