Posted on by Nathalie Tay
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GrowthOps and Shell Amplify Rewards With New Loyalty Campaign
21 Nov
Shell and GrowthOps Asia continue the quest for more adventure with Malaysian icon Remy Ishak, inviting Malaysians to discover the power of multiplying rewards with the Shell App.
In a new loyalty campaign that builds on the success of the Quest For More, Shell and GrowthOps Asia introduce the much-loved character Roger Hensem, played by Remy Ishak, to encourage Malaysians to engage with the Shell App and unlock exclusive rewards.
Remy’s character, already popular from previous campaigns, leads this loyalty drive with a compelling message on the multiplying power of Shell’s rewards, inviting users to experience the benefits of frequent purchases through the app.
This latest chapter in the Quest For More journey shifts the focus from fuel savings with Shell FuelSave 95 to a broad spectrum of rewards for Shell customers. With each purchase of Shell fuels or retail items from Shell Select and Shell Café, customers can multiply their BonusLink points, enhancing the value of every transaction.
“Identifying customer loyalty as the next step in our campaign journey with Shell was a strategic move rooted in the goal of building longer-term, value-driven relationships,” says Seow Lee Ming, General Manager at Shell Malaysia. “The Quest For More campaign offers Malaysians more reasons to choose Shell, not just for fuel but for a rewarding lifestyle.”
Shell’s lead creative agency GrowthOps integrated Shell’s latest digital innovations into the campaign. A blend of 30-second films and will be adapted to digital-out-of-home, digital media, app, radio, CRM and across Shell’s expansive retail presence of over 1,000 stores.
Adds Chris Greenough, General Manager of GrowthOps Malaysia, “Through this campaign, we’ve created a dynamic experience that not only highlights the benefits of multiplying rewards via the Shell App but also celebrates the loyalty of Shell’s customers by making every visit more exciting. We also enjoyed working with our partner agencies Invictus Blue (media) and Edelman (PR) on this campaign.”
Launched on November 1, 2024 and running through February 28, 2025, this campaign allows Shell App users to earn up to 3X BonusLink points per litre on Shell FuelSave 95 and 5X points per litre when purchasing Shell V-Power Racing.
The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2024 to May 2025
