Customer demand
Shell was on the eve of the launch of their new consumer program: Shell GO+.
A loyalty program with smart benefits for customers as well as an important role for the people on the floor, the station managers. The question, “How do we ensure that those hundreds of station managers not only understand what GO+ is all about, but get really excited about it?”
The solution had to be more than a presentation. It had to be an experience. One that touches, inspires and sets people in motion.
Say no more: Let’s GO+.
The event content
In the industrial setting of De Fabrique in Maarssen, we welcomed 400 guests for a day full of content, interaction and impact. No boring keynote marathon, but an experiential program in which participants were led past various spaces in small groups.
Each room highlighted a different aspect of Shell GO+: from Go Smart (fast, smart and digital) to Go You (personal touch), Go Big (international reach) and Go More (additional benefits).
What you could do there? From a quiz about Shell to a VR experience, an interactive race track, speed dates with experts, an optical illusion photobooth, shuffleboards with loopings and a cafe latte with your own photo printed on it. All activities were linked to a benefit from Shell GO+. The more active participants were, the better they understood the program. Moreover, participation earned points resulting in three daily winners.
At the center of the plenary room was a giant LED screen in the shape of a plus – the symbol of the program – on it, custom video and audio came together in a telling whole. A visual statement that eluded no one.
The challenge
The biggest challenge? The product itself was still under development. During the preparations, things like the corporate identity, technical specifications and a concrete launch date were still missing.
This created uncertainty, but also provided something else: time and space for deepening. We were able to try out ideas, refine them and test them again. Thus, the creative process became organic and strongly attuned to a target audience we did not yet know well, but which we dove into with genuine curiosity and commitment.
Sometimes it was slow. But precisely because of that, the result became ironclad.
Added value
Shell chose our concept because of its powerful creative approach and the way we translated it into a realistic, impactful and scalable event.
Our strength was in listening, tuning in and redesigning. We actively engaged with station managers to test what they were responding to, and translated those insights into an experience that truly suited them.
From location to content, from storytelling to technology, everything was right. And that huge LED cross? That was more than a gimmick. It became the visual heart of the day.
The collaboration
We worked with Shell for almost a year, an intensive process that revolved around mutual trust.
Shell knew: this is our first time. We knew: we will help you through that. Space was made to try, adjust and rebuild. And it worked. The energy grew, the confidence grew with it and by the time the event was on the doorstep, we knew: we’re ready.
The collaboration became more than project-based, it became partnership. And you can feel that in the end result.
Let’s get the party started!
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