With a Shell customer base that typically skews older, objectives included attracting a younger consumer while driving gasoline sales and increasing credit card accounts. With this in mind, Citi, Shell and MasterCard partnered with Chrysler to develop a sweepstakes to gave away 35 Chrysler Crossfires along with free Shell gasoline. This eventually gave birth to the Win This Bad Boy campaign. Using smart, punchy language, and bold, distinctive visuals, various forms of media advertised the multi-car giveaway at Shell stations across the nation. To enter, drivers simply used any MasterCard at Shell and were automatically entered to win.

The target audiences were reached with carefully-chosen media. Thus, a simultaneous, fully-integrated campaign was launched, including station POP, web banner ads, radio spots across the nation, and print ads in a variety of magazines. Strategic planning, a strong media buy and impactful creative led to a highly successful campaign.