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Fish For Prizes
RSVP Sales Generation/Promotion Silver
Z Energy
Entrant Credits
Z Energy, JWT New Zealand, MediaCom
Entry Rationale

Shell’s Fish for Prizes could be said to provide a blueprint for how modern sales promotional communications campaigns can provide genuine value to the consumer, not just in terms of prize rewards but in terms of brand engagement, immediate gratification and social currency.

The campaign put digital engagement at the heart of participation and it resulted in more than one in four eligible customers actively engaged in the promotion. These customers redeemed a massive two million codes and spent an astonishing 74,000 hours with the brand online.

And, most importantly, sales targets for the period were beaten by 160 percent.