Shell’s global customer loyalty programme, Shell ClubSmart, rewards members for the miles they travel. Shell needed a fresh and engaging new website that globally streamlined all of their existing loyalty programmes, and reinforced the benefits of the scheme to both existing and new customers. The loyalty scheme offering differed in each market, therefore to fully understand and explore our options we carried out a host of customer surveys, and, in total, 14 workshops with all of the Shell local markets, which were held in Hamburg, Hong Kong, London and Singapore. Our approach was to produce a ‘modular’ website, that could be customised by market.

To add extra impact to the design we concepted and created a short animation to live on the new homepage of each country site. In October 2013 the new website was unveiled and launched in 14 countries worldwide and in 16 different languages.