Shell Says Thank You with an Online and POS Campaign: Free Drinks for All Everyday Heroes

Background and Challenge

The COVID-19 pandemic presented Germany with unprecedented challenges. Essential workers were particularly affected, maintaining basic societal functions despite increased risk: medical professionals, care workers, sales associates, and employees in retail and logistics. To express a small thank you to these everyday heroes during this difficult time, Shell Germany spontaneously launched a campaign offering free beverages. Every essential worker who could identify themselves as such received a free deli2go drink at any Shell station of their choice. Our task was to develop the visual concept and create assets for various touchpoints to promote the campaign at stations and online.

Approach and Realization

DAVIES MEYER handled the complete creative conception and implementation of all communication measures. In a very short timeframe, we developed a visually appealing and emotional design concept that was adapted for all relevant touchpoints – from promotional materials at the stations to digital communication channels. Despite the limited production time, we succeeded in developing a coherent, attention-grabbing campaign that could be rolled out nationwide within days.

Results

The campaign was very well received by the target audience, generated considerable response, and strengthened emotional connection to the brand during a time when solidarity was especially important. It gave everyday heroes a moment of appreciation in their challenging work routine and enhanced the perception of Shell as a socially responsible company that demonstrates character in times of crisis.