Campaigns
Shell Forecourt Brand Ambassador Programme
Shell
The Brief
Shell South Africa required a professional brand ambassador programme to drive awareness and uptake of their V-Power fuel range at forecourt locations across the Western Cape. The campaign needed trained ambassadors who could engage motorists in brief, impactful conversations and distribute campaign materials.
Our Solution
We recruited and trained 12 Shell V-Power brand ambassadors, briefing them on product benefits, conversation scripts and consumer data capture protocols. Ambassadors were deployed in pairs across six priority Shell forecourts on a rotating schedule over eight weeks. Field managers conducted regular quality checks and provided daily consumer interaction reports to the client.
The Results
The programme generated 24 000 direct consumer interactions over eight weeks. Digital consumer data capture exceeded the target by 34%. Mystery shopper quality audits averaged 93% across all ambassador teams. Shell's internal research noted a 15-point increase in V-Power unaided awareness among Western Cape motorists in the post-campaign period.
24000
Consumer Interactions
12
Ambassadors Deployed
93%
Quality Audit Score
15 pts
Brand Awareness Lift