Shell & Blis: Keeping Shell GO+ always on and always relevant

Charging decisions don't happen in isolation. They're shaped by daily routes, travel habits, and routine, which means staying visible matters as much as standing out.

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4.3% app uplift in the Netherlands

Shell & Blis: Keeping Shell GO+ always on and always relevant

4.3% app uplift in the Netherlands
1.2% lift in spend among exposed audiences
0.42% click-through rate
54,166 clicks

Shell needed to drive engagement with Shell GO+, its loyalty app, across Belgium and the Netherlands, and maintain an effective always-on presence without over-investing in short bursts.

Working with Havas, Blis built an always-on strategy rooted in real-world movement, behavioral signals, and spend insights, reaching high-value drivers across Display and Online Video.

Across 12.8 million impressions reaching nearly 4 million unique users, the campaign drove measurable lifts in app engagement and spend.

Rather than chasing broad reach, Shell wanted to reach in-market drivers when charging choice and loyalty matter most, and prove impact through real-world outcomes rather than media metrics alone.

Blis built a high-intent driving audience by identifying people frequently seen on major roads, commuting routes, and travel corridors, then layering aggregated, anonymized spend data to find those actively spending in the category. Audiences were optimized separately for Belgium and the Netherlands to reflect local travel patterns.

Display maintained a continuous presence throughout everyday journeys, while Online Video reinforced loyalty messaging through richer storytelling. Cookie-free, ID-free measurement compared exposed and control audiences at postcode level to track app usage, and used spend insights to quantify incremental spend.

The always-on approach delivered sustained lifts in loyalty engagement and real-world spend in both markets.

4.3% app uplift during the campaign in the Netherlands, and 6.1% in Belgium
4.12pp app engagement stayed elevated after the campaign, up 4.12pp in the Netherlands and 4.73pp in Belgium
1.2% lift in spend among exposed audiences
0.42% click-through rate, generating 54,166 clicks

Shell

This campaign is a great example of what strong collaboration can achieve. By working closely with Havas and Blis, we were able to align strategy, media and measurement behind a shared objective, driving meaningful engagement with Shell Go.

Spend insights also revealed that the engaged audience over-indexed on online big-ticket purchases, showing how Blis can connect offline and online behavior to attribute media to sales. A test-and-learn mindset and flexible budget let the team shift investment to the highest-impact areas throughout the campaign.