New Delhi: Shell Lubricants, the global market share leader in finished lubricants, has bagged the gold award for its flagship mechanic loyalty program ’Shell Mechanic Samriddhi’ at the third edition of the coveted Marketing Loyalty & Engagement Awards, Asia Pacific 2015 held at Shangri-La Hotel Singapore. The campaign win was under the ‘Best Engagement Strategy for a male audience’ category. Shell faced tough competition from other popular brands like IKEA, Canon, Citi Bank in the said category and bagged the top spot. Last year the honors for the same category went to P&G (Gillette), Unilever Malaysia & Adidas.
Shell Lubricants is the only lubricant company to win a gold award in this category. In addition, Shell Lubricants ranked among the top five finalists for the ‘Most Innovative Loyalty program’ category.
Conceptualized and facilitated by “Marketing magazine, Singapore”, Marketing Loyalty & Engagement Awards honour the best loyalty marketing strategies in the Asia Pacific region; recognising marketing initiatives in three key areas – loyalty, engagement and relationship marketing. With the sole focus on the art of cultivating customer loyalty and engagement; its mission has been to elevate marketing standards and practices in the region. This year’s edition awarded more than 80 organisations shortlisted across 26 categories evaluated by a distinguished panel of experienced loyalty, engagement and relationship marketers and industry experts.
The eminent jury for the prestigious award included Deepshikha Kiyawat, Sector Marketing Director-Asia Pacific, Kimberly-Clark; Frank Bornemann, Head of Marketing, Loyalty Programs and Provider Management, Asia Pacific, Lufthansa German Airlines and Nazia Hayat, Global Engagement Programs Manager, Lenovo Singapore, amongst other prominent personalities.
Elated on the occasion Mansi Madan Tripathy, Chief Marketing Officer, Shell Lubricants India said, “This has been an exciting year for us at Shell Lubricants and this incredible recognition at an Asia Pacific level is a testimony of our commitment towards our core influencers. ‘Shell Mechanic Samriddhi Program’ was conceptualized as a unique and differentiated loyalty and engagement platform to connect with mechanics. The program aimed at strengthening our value chain further and increase recommendations for the brand. Utilizing the ‘simplicity and ease of use’ of basic 2G mobile technology, we created this integrated platform with a vision of making Shell the preferred brand for the top Indian mechanics and we are proud of the relationships we have fostered along the way. With an aim to extend our reach and provide benefits to all mechanics associated with Shell, we’d like to invite them to enroll for this year’s program.”
Launched by Shell Lubricants India for a duration of February – December 2014; the concept behind the award winning ‘Shell Mechanic Samriddhi Program’ was to design a loyalty program for mechanics with a view to reward their loyalty and build a long-term sustainable relationship with the mechanic community. This point based program urged mechanics to submit codes available on packs and redeem gifts towards the end of the program period. The program’s reward structure aimed at addressing the mechanics’ day-to-day needs while focusing on their key emotional needs such as insurance, scholarship for their children, training with OEM experts etc.
Being a one of its kind disruptive innovation undertaken by any company in the Indian lubricant industry; the program employed blend of innovative communication and creation of multilevel engagement platforms to engage and enrol the mechanics. The platforms uses basic mobile 2G technology, website and on-pack communication, to reach the mechanic community at a pan India level. The program witnessed enrollment from notable 30,000 mechanics with 15,800 qualifying for rewards and benefits offered by the program. The program design and implementation was a collaborative effort of Shell Lubricants and Times Internet, the agency partners for the campaign.
Shell Lubricants continuously strives towards creating experiences and memories for consumers and influencers through quality product deliverance and integrate each member of the value chain as brand ambassadors.
Taking the initiative forward, Shell Lubricants is now inviting interested mechanics to enrol for this year’s program by contacting the nearest Shell representative or by calling Shell’s customer care number 18605001424.
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