How do you launch a financial product offering, with new tech that no one is familiar with, and communicate the benefits - all while adhering to seriously regulated language? This campaign aimed to find out.

The ultimate task was to get people using the Chase Pay app at Shell, every time they fuel up. But we also wanted to teach them how to use the app before they ever pulled into a station, so they’d feel confident doing so. But how do you communicate the benefits telegraphically, while staying true to the illustrative brand style? Enter our beloved piggy bank.

With a 360 campaign that included OOH, digital content, radio and Shell TV (to name a few elements), we helped change the way drivers everywhere fuel-up.