Consumers were given a free full tank of FuelSave when they arrived at petrol stations in fancy dress.

The campaign was designed to snowball - the consumer participation generating a large press interest, which in turn stimulated more consumers to take part in the action, and so on.

Because the idea was to involve the target group directly, thereby making the Shell brand more accessible, we decided on a more sympathetic open approach, both in terms of the concept and in the way in which it was communicated.

Drivers all over the Netherlands dressed up as wedding couples, ski-teachers, midgets, cowboys and Indians.

The media-value generated by PR was over € 2.100.000, exceeding the original target by 400%. Furthermore, a 2.8% fuel volume increase was generated. Which exceeded the original target of 1%.The campaign snowballed as intended and the ensuing free publicity ensured a fast introduction of Shell FuelSave. And by involving drivers personally in the campaign, the brand achieved a more personal contact with the consumer that was both fun and informative.