Scene+
We put Scene+ in the path of everyday decisions.
Scene+ had built one of the country’s largest loyalty ecosystems. With the addition of Shell to their partner program, they had an opportunity to be part of even more everyday routines. But scale alone couldn’t guarantee attention. We identified the segments most likely to change their fuel habits and built an integrated market presence strategy around their daily journeys. With thoughtful placements, we intercepted their daily commutes and everyday stops to make Scene+’s value impossible to miss.
1,400
Shell stations
15M
Scene+ members engaged
4
partners, 1 market presence
Opportunity
Scene+ wasn’t short on visibility. It was short on habit.
Canadians belong to an average of 22 loyalty programs but use only a handful. As Canada’s #2 program, Scene+ was competing for attention and habit. Adding Shell opened a path into more everyday spending, but fuel partnerships were already common. We needed to disrupt established fuel habits and make Shell a gateway into the broader Scene+ ecosystem.
“Loyalty works best when it fits naturally into how people already live.”
Candice Troupe, CMO
Solution
We intercepted the habitual daily route with relevance and rewards.
First-party data identified priority audiences across Scene+ members, Scotiabank cardholders, Shell visitors, everyday spenders and high-potential prospects. We mapped their daily journeys to identify where Scene+ could be most relevant.
“Make Every Route Scenic” turned that thinking into an integrated media strategy spanning five roles: Reach, Reinforce, Resonate, Remind and Re-engage. Broadcast, audio, OOH, social and programmatic followed audiences through their routines, while sponsorships, breakfast TV, transit takeovers and the NBA playoffs made the launch unmissable.
Earned media took a two-fold approach, first targeting B2B audiences to drum up interest and excitement, followed by the national B2C audience push where we connected the fuel partnership to the broader high-earn ecosystem Scene+ had built, making every route scenic.
Impact
We turned a fuel partnership into a gateway to the Scene+ ecosystem.
The campaign made Scene+ tangible across everyday life, from commutes to grocery runs to fuel stops. By showing up around real routines and spending decisions, the strategy created a framework for turning market presence into greater participation across the ecosystem.
