Scene+ is rolling out its Shell Canada partnership nationwide with a new campaign marking an expansion to 1,400 gas stations after a test launch in Alberta.

“Make Every Route Scenic” by Bensimon Byrne positions everyday travel moments as opportunities for joy via the points program. “What really informed the creative was the idea that loyalty works best when it fits naturally into how people already live,” says Candice Troupe, SVP marketing and partnerships at Scene+.

According to Troupe, a fuel partner made sense with Scene+ already counting banking, grocery, movies and travel firms as offerings in its rewards ecosystem. As the program expands into new categories, she says the focus is on removing friction across spending touchpoints.

In a developed loyalty market like Canada’s, Troupe adds, the challenge is differentiation without complexity, noting that the average Canadian belongs to roughly 15 loyalty programs. So anything that feels confusing risks being tuned out.

New partners shouldn’t be introduced solely for the sake of growth, Troupe stresses, adding that partner additions have to add real utility and reflect member demand.

The campaign is supported by a national media buy spanning OOH, digital, broadcast, social, OLV and partner channels. The media strategy, planning and buying for Scene+ is also being led by Bensimon Byrne.

“A big part of our strategy was working in lockstep with our partners … as one ecosystem for both creative and media buying, rather than separate campaigns,” Troupe says. “That meant we shared audience-targeting strategy and co-ordinated launch timing across partners to avoid competing on media placements, such as bidding on key search terms, major out-of-home locations and sponsorship activations.”