Shell Smart Pump
GCW masterminded the global launch of the Shell Smart Pump — a story that took prime-time morning and evening newscasts worldwide.
GCW masterminded the global launch of the innovative Shell Smart Pump, a story that captivated audiences and secured prominent spots on prime-time morning and evening newscasts worldwide.
The communications effort did two jobs at once: it highlighted the cutting-edge technology of the Smart Pump itself, and it positioned that technology as a significant advance in the fuel industry rather than a novelty at the forecourt — capturing the attention of consumers and industry leaders alike.
Results
- Prime-time morning and evening newscast coverage worldwide
- Positioned as an industry advance, not a forecourt novelty
- A global launch run as a single coordinated story