The Netherlands is one of the first countries where Shell is rolling out the international 'Welcome to Shell' approach. But what exactly does such a welcome mean for the Dutch? We're not big on stock photo smiles, but we're welcoming. The strategic choice for hospitality is very guiding for the tone of voice, but also for training and promotions. We celebrated Dutch hospitality across the board in a national campaign, at the gas stations, and behind the scenes.
The (internal) manifesto "Welcome to Shell." (in Dutch).
The gas stations are the most important medium.
Strategy: the communication journey at the gas station.
Some of the printed materials at each gas station.
Narrowcasting and digital Out Of Home.
Instructional material for staff.
A topped up promotional calendar.
Promotions feature a welcoming tone of voice.
Client: Shell - agency: Iris - strategy: Michiel van Schooten, Huib Maaskant - concept: Michiel van Schooten, Huib Maaskant - photography: Jerome de Lint - production: Iris.
