HOUSTON -- Shell Oil Products US (SOPUS) will launch a new credit card incentive and marketing campaign Oct. 1, 2007, to raise awareness among consumers about the benefits of using the Shell Platinum MasterCard, with the objectives of boosting the number of active cardholders and increasing the loyalty of customers to Shell.
The main attractions offered to consumers by this promotion are year-round rebates for Shell gasoline and additional rebates on purchases everywhere else.
Customers who open a new account between Oct. 1, 2007, [image-nocss] and Dec. 31, 2007, will earn 5% rebates on all Shell gasoline purchases, plus 5% rebates for 60-days on the first $2,000 in purchases everywhere else they use their card.
At the end of the 60-day period, cardholders will earn 5% rebates on Shell gasoline purchases and 1% rebates on purchases everywhere else. All rebates are automatically credited to customers' monthly statements toward future Shell gasoline purchases made with the card.
This promotion, as well as the national advertising and communications campaign, was created to emphasize the total card value to consumers if they use this card as their 'top of wallet card' for all of their Shell purchases as well as all purchases everywhere else, said Elizabeth Hudson, manager of the Shell MasterCard program at SOPUS, Houston.
Rebates are automatically credited to cardholders' statements towards future Shell gasoline purchases. There is no annual fee for the first year, waived thereafter with nine or more Shell gasoline purchases a year, online account management, a lost wallet service and more.
The Shell Platinum MasterCard promotion will include a national advertising and communications campaign that uses TV and Internet advertisements as well as public relations efforts to generate overall consumer awareness of the card and this industry leading offer. TV commercials will feature two men in lab coats, Shell Passionate Experts from the current Shell fuels Stop Gunky Buildup campaign, who make a series of purchases with their Shell Platinum MasterCard to emphasize how easy it is to earn Shell gasoline rebates every day. Each time they use their card, sales representatives hand them a container of Shell gasoline, an amusing depiction of the card rewards.
Part of the campaign is linked to several different holiday themes in the fourth quarter. In some public relations efforts with third-party spokespeople, the card will be promoted as one of several ways to help manage your budget this holiday season.
In addition, Shell stations will receive a comprehensive point-of-purchase (POP) package that includes pumptoppers, pole signs, register signs and other forms of on-site advertising. The material, using the colors of purple and green, will feature the card prominently and highlight the card's competitive everyday offer and introductory new account offer. The message will begin at street level, with more details offered at the pump and inside the facility. While one of the Shell Passionate Experts will be included in the visuals, the main focus will be on the card and its incentives.
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