COLOUR CHANGE PLASTIC DIPSTICKS

Aim: To increase the sales of Shell Oil.

Research: Oil is a “distress purchase” and generally only bought when absolutely necessary, and often too late. Research revealed that customers rarely checked their oil levels, but that if their bonnet was opened, then oil checking and oil purchase increased dramatically.

Secondary Aim: To induce customers to open their car bonnet.

Solution: Special moulded plastic Shell dipsticks (which contained B&H colour change resin) were handed out free on Shell garage forecourts. When placed onto the warm car engine, the heat activated the dipstick, changing the colour to one of four prize level colours. The car bonnet therefore had to be opened and oil checks could then be encouraged.

Result: The promotion resulted in a 30% increase in sales of Shell Oil.

Comment: Setting the colour-changing Dipstick trigger temperature to the heat of the engine created an exceptionally strong mechanic. The success of the idea showed in the dramatic sales increase.