Shell Case Study: Competitor

targeting & Consumer Insights

Philippines

In today’s increasingly competitive business environ-
ment, understanding their consumers can be challenging
for many brands. With the mobile medium, there looks
to be a solution in sight for gathering consumer insights
and reaching out to these audiences in their own and
competition stores.
Likewise, Shell, a global leader in oil and gas industry and
a quality car service provider wanted to promote its
products, expert mechanics, quick service, free internet
along with its oil change services to the consumers in its
own and competitor outlets like Petronas. The objective
was to reach out to their consumers at the right time &
place, since their consumers are on the move, making
context and timing very important for their promotion.
Shell used Near’s location intelligence to power their
mobile campaign for this reachout. Near’s proprietary
technology enables it to get user location even with the
GPS switched off, making the geo-fenced delivery possi-
ble at scale. Near also has the largest pool of mobile
audiences in the region, which helped Shell get rich
consumer insights.
The selected Shell & competitor outlets were geo-fenced
and various dynamic creatives promoting Shell’s service
offerings & displaying distance from the nearest Shell
outlet were shown to the users.

Shell sees 14 % jump in

footfall by targeting
its own & competitor
outlets in Philippines

Near Case Study | Shell www.near.co

 Key consumer insights & results from the campaign:

Competition
The campaign outlets
engagement
was 1.14%, with
more than 3 on 14% 20%
4 clicks coming
from males.

Shell saw a 14% jump in footfalls in with 20% of this jump coming
the selected outlets, from competition outlets.
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25-34 Years Travellers

Age Group preferred
Most Engaged Shell
It was seen that the 25-34 years age group was most The audiences seen around the Shell & its competitor
engaged with the mobile ads followed by the 18-24 outlets also differed. Travellers preferred Shell while
years age group. The highest ad engagement was seen Professionals preferred to go its competitor outlets.
amongst users within 0.5km radius from the targeted Shell saw a large number of users within a radius of
outlets. Sundays were the peak days and late evenings 1-2 km visiting its outlets after being exposed to the
between 6pm to 8pm saw peak activity. mobile ad.

Location data driven mobile ads not only helped

Shell drive consumers to its stores, it also helped
them gather rich insights about their consumers
which no other medium could have given them.

Near Case Study | Shell www.near.co

 AD Creatives

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Heat Map Around Shell Location (Overall)

About Near
Near is the largest location intelligence platform providing real-time information on places, people and products. The Near platform powers its flagship
product to leverage historical location and context for data driven marketing.

Founded in 2012, Near is headquartered in Singapore with a presence across Australia, South East Asia, Japan, India and Europe. To date, the company
has more than 700 million profiled audiences and has put it to work for marquee brands such as P&G, Coca Cola, Ikea, Audi, McDonald’s, Toyota, Nike
and Samsung.

Near is backed by investments from leading venture capitalists Sequoia Capital, JPM Private Equity Group, Telstra Ventures and Global Brain Japan.

Visit www.near.co to find out more.

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