To boost consumer engagement and reward consumers for their loyalty, Shell Malaysia launched a mobile-first “scratch and win” campaign. Hosted across 641 Shell stations, participants could get involved in the campaign after spending a minimum of 40RM on a purchase.
Marketing Campaign Objectives
- Use the incentive of an instant win to capture valuable audience data and marketing opt-ins
- Encourage a 40RM minimum spend in store using prize incentives
- Drive engagement among consumers and provide a fun, interactive experience to boost loyalty
Scratch and Win Solution
As part of Shell Malaysia’s wider national campaign, the team wanted to include an instant rewards campaign to keep fans engaged and excited. Shell Malaysia published a two-week “scratch and win” campaign, where consumers could get involved after making their purchases across any of 642 listed Shell stations. To enter, participants were required to spend a minimum of 40RM on a purchase or on gasoline, where they were then presented with a QR code to enter the campaign from their mobile devices.
Participants were asked to submit their email address before putting their knowledge to the test in a multiple-choice challenge question surrounding the name of Shell’s stores.
If correct, participants could then move on to the final stage of the experience by selecting the window of their choice, accepting the terms and conditions, and could then “scratch” the image to reveal their exciting prize reward to redeem in-store. Lucky winners were either awarded a Shell lubricant voucher or an on-the-spot snack or beverage prize from a basket of goodies in the store.
