Ukrainians always see in SHELL just a global brand with nothing special except quality. To change it and become closer with consumers SHELL decided to play local. We start with teaser that shows Ukrainians that they have to know more about own country.
Being a huge country Ukraine divided into 5 areas with different traditions. We use embroiders of each region to create a pattern and say about it in KV.

SHELL Know your country

Reveal continue the campaign Know your country and show that nothing but roads unite Ukraine together and traveling by car let you to know more about native country.
SHELL start a national promo and everyone can get embroidered glass for fueling. But in one region you can get a glass with only one embroidery. Headline "Gather together embroidered country" worked as promo call to action to fuel more and collect glasses and as image message to travel more around the country and gather all regions together with your collection of glasses.
General POSM turned into postcards with Ukrainian sights and GPS coordinates to reach them.
SHELL supported the trend of national proud and become more Ukrainian brand than any other.

Discover Ukraine with SHELL

Idea to Discover Ukraine with SHELL developed in national promo.
SHELL created unique tours across the sights for each of regions and it become a main prize. The smaller prizes also support the idea of local tourism and help to make your way more comfort: tasty hot-dogs, strong coffee, wet napkins and so on.
Site shows the direction of journeys you can win or visit by yourself.
Know your country - discover Ukraine with SHELL!

SHELL Outdoor navigator
IDEA: Discover Ukraine with SHELL

SHELL decided to continue the success of campaign Know your country and it become a real challenge as we need to sell even more fuel.
That's why we created 1st in the world SHELL outdoor navigator. We turn boards into pointers to the sights and nearest SHELL gas station to fuel for a journey.
More than 50 pointers were created and each connected with region, road direction and gas stations.
All Ukrainians get an idea where to spend a holidays and discover more about native country. SHELL supported the trend of local tourism while Ukrainians supported the idea to discover Ukraine with SHELL.