Fuelling frontline passion


To support Shell in empowering frontline retail staff across the globe with more in-depth knowledge and understanding of the new Shell fuels portfolio.

The increased confidence in the level of knowledge of Shell fuels would help frontline retail staff in better supporting customers with their choice of fuel and delivering an excellent customer experience.

How We Supported

Understanding the different types of Shell fuels, the benefits of Shell fuels technology for different vehicles and communicating these benefits to drivers, required Shell retail staff to own product knowledge and a deeper understanding of the Shell fuels portfolio.

We wanted to ensure we were adopting an inclusive approach to training, no matter language or educational background.

The solution that we created included:

  • An inclusive and straightforward approach to the type of content created.
  • A highly visual suite of engaging and informative animations.
  • Local language translations.
  • A blended approach to training delivery.


Using animations, we were able to clearly communicate Shell’s advanced fuel features and benefits to a globally diverse audience.

Ensuring that everyone could access and digest the information helped shape a trained frontline able to navigate a vast amount of information and knowledge, and passionately promote the new Shell fuels products to customers.

This contributed to Shell V-Power becoming the most successful high-performance Shell fuel across many markets.

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