Shell - 30 Years at Scotford

Refining In Alberta Before Being Refined Was Cool

October 8, 2014, Shell celebrated 30 years of refining oil in Alberta at the Scotford plant in Fort Saskatchewan.

To mark the occasion they lowered the price of gas for one hour intervals throughout the day at select Shell gas stations in Edmonton and Calgary area to what motorist would have paid for gas in 1984. Shell used social media, particularly Twitter and Facebook to promote the event. Revealing the next location only minutes before the price was lowered.

ThinkTANK was a part of this campaign providing a mobile billboard as onsite signage, moving the unit from location to location in Edmonton based on which Shell store would offer the deal next. This promotion resulted in lineups of between 200 to 300 people at each location waiting to fill up their vehicle for 39.9/L, a price not seen since the mid-80s. The feedback from Twitter users in Edmonton and Calgary was mostly positive.