Shell Rimula & UNAGroup.

UNAGroup.where buzzwords & jargon make beautiful babies

Reaching new audiencesRegaining brand presence

Growing market share

UNAGroup.where buzzwords & jargon make beautiful babies

•In-store sales promotion• 50% off Shell Rimula when a business

card is handed in

• Go in the draw to win the major prize of a family holiday and new fleet vehicle

Rimula RewardsHard work deserves to be rewarded

UNAGroup.where buzzwords & jargon make beautiful babies

UNAGroup.where buzzwords & jargon make beautiful babies

POS POSTEREasy-to-enter competition while at Shell service stations

RADIOEffective way to reach owner-operators who are driving all day

UNAGroup.where buzzwords & jargon make beautiful babies

•GUERRILLA MARKETINGFake parking tickets that reward drivers with $100 are placed on commercial vehicles in CBD and industrial areas of Sydney, Melbourne and BrisbaneThe $100 is redeemed by going online to a dedicated Rimula Rewards websiteCandid footage of the fake tickets is released online and through social media

UNAGroup.where buzzwords & jargon make beautiful babies

Media Timeline

UNAGroup.where buzzwords & jargon make beautiful babies

Target Market

UNAGroup.where buzzwords & jargon make beautiful babies

of commercial vehicles on the road are light commercial

vehicles

80%

UNAGroup.where buzzwords & jargon make beautiful babies

FUTURETRENDS

More direct

deliveries to home

More trucks,

but smaller

Morefrequent

consignments

(from online shopping)

Growing trend of

24/7 deliveries

Target Market

• Phil’s Life• 34 years old• Delivers office

supplies in Melbourne

• Originally from Scotland, came to Australia as a backpacker, fell in love along the way

• He married her and is now proud father to twins aged 6

• Lives in Croydon

Target Market

UNAGroup.where buzzwords & jargon make beautiful babies

Phil’s Work•Enjoys his work but actually hates those days with deliveries in the CBD•His wife complains he works too much•Last holiday he took his family camping for 2 weeks in Lorne•Loves footy and ‘pubs on Friday with mates’•His twins are the most important things in his life

UNAGroup.where buzzwords & jargon make beautiful babies

NOISETRAFFICPARKINGFINESBreak his routine

with a nice surprise...

• Here’s what they’ve told us

• Our target market is Drivers, Couriers and

Movers

• Stuck in a drawn out routine, this bores them

• They enjoy the outdoors and adventure but are time poor

• Their vehicle is their life but they feel cramped, battered and injustice

• Turning a negative into a positive that relates to their interests

• Delivering their services directly to us, we’ll bring the promotion directly to them

• Quick to show loyalty to those who appreciate them

• Who doesn’t love cash?

Target Market Insights

UNAGroup.where buzzwords & jargon make beautiful babies

ITEM NET EX GST

VIDEO PRODUCTION 20900

POS MATERIALS 6750

ACTIVATIONincl PRIZING

Spot prizes: Syd, Mel, Bris 60000

Holiday 7350

Vehicle 25000

92350

ONLINE 9000

RADIO 171000

MEDIA PRODUCTION 1000

$301,000

Budget Overview

UNAGroup.where buzzwords & jargon make beautiful babies