Throughout the holiday season, Shell set out to fuel kindness through a grassroots initiative that took place across 4 major Canadian cities. During these events, Shell gave back to the community by way of $100,000 in gift cards and encouraged customers to do the same by paying a second card forward to someone who needed it. 

OBJECTIVES:

• To “fuel kindness” by distributing Shell gift cards to consumers across Canada and wish them Happy Holidays and a Happy New Year.

• Encourage customers to help Shell fuel kindness by providing two gift cards—one for them, and one for them to pay forward.

RESULTS:

• Over the course of five activation days, more than 4,400 Shell gift cards were distributed to over 2,200 consumers. Creating both on-site and off-site impressions.

• Thousands of shares and impressions from UGC on Facebook and Instagram; the campaign video garnered over 100,000 views.