Count on Shell
The challenge was simple: create a relationship with the consumer. The approach was anything but. GCW created the Count on Shell driving safety campaign — five booklets, 39 states, 110+ million copies.
GCW created the Count on Shell Driving Safety Information campaign to educate consumers through a series of five road safety booklets, released in succession every four months and available at Shell stations across 39 states.
The booklets were not a brand exercise. They were built in partnership with the American Red Cross, the Federal Highway Administration, the National Institute for Automotive Service Excellence, the National Safety Council, the American Trauma Society and the National Crime Prevention Council — which is why they were credible enough to be adopted by other people's safety programmes.
TV advertising, print campaigns and inserts in national publications including Sports Illustrated, Time, People, Reader's Digest, Newsweek and U.S. News and World Report coincided with each new booklet's launch.
Then the campaign was asked for. The U.S. Coast Guard, the Tennessee Department of Motor Vehicles, the New Jersey Department of Traffic and Highway Safety, the Illinois State Police and the New York State Department of Transportation are a few of the organisations that solicited Shell to use the booklets in their own safety programmes.
The campaign also became the foundation for what came next: The Shell Poll was built as a natural extension of Count on Shell, carrying the same promise of reliable, accurate information for everyday life into a national opinion series.
Results
