Targeted, functional internal communication site to engage global marketing teams with the launch of a new customer-facing app.

Shell is a British-Dutch oil and gas company with headquarters in the Netherlands, and operations all over the globe. With annual revenues of over $300 billion, it is the sixth-largest company in the world.

When Shell were launching a new globally distributed app to help customers better manage their car and enhance their driving experience, they needed an engagement tool to manage the rollout internally, and drive the uptake across the international customer base.


Shell’s internal marketing teams needed to be educated on the features and capabilities of the new Shell Motorist App so they could effectively market the product and onboard new, valuable customers.

Our starting point was simply an offline document and the brief to create a responsive, online application to communicate all the features and benefits of the app – both to the customer and the internal business. The new interface needed to give marketing professionals easy access to key information to help them drive adoption of the application, and provide up-to-date information on regional enhancements to the app as they were released.


We developed a responsive SharePoint-based, business-focused site to provide marketing staff worldwide with resources and information about the Shell Motorist mobile application. We developed a personalised, highly engaging online experience with audience-targeted content through tagging and meta-data. By providing the marketing teams with analytics, information and a space to collaborate we ensured they had up to date content to help assist and drive the adoption of the application. And, using user profile information, we were able to ensure app enhancement information was targeted to the appropriate audience.

“As they delivered, Silicon Reef continually proved themselves to be trustworthy, attentive, professional and committed to getting our delivery over the line.”

Joe Handley, Global Business Readiness and Success Manager