Shell, Scuderia Ferrari Uncovered

social, DIgital, experiential

The brief was well trodden, and well, a little boring. Create some social posts connecting Shell’s sponsorship of Ferrari’s F1 team with their products. Instead of creating the usual videos of laboratory and race technicians, we decided it was time to inspire a passionate group of drivers online, so they would spread our message for us.

Shell had a partnership with Scuderia Ferrari for over 60 years and had access to the secretive Ferrari F1 garage that die hard fans would kill for.

We gave fans a 360 degree, all-access interactive pass to Ferrari's pit garage to discover Shell's integral role in the team's success.

The fans bloody loved it and sales of Shell’s premium fuels and oils markedly increased.

Results

2 million plus visitors
51 million social impressions
61 million PR impressions
35% increase in brand preference
7% pp increase in perception of Shell’s products as technically advanced

Awards

FWA Site and Mobile Site of the day
The Drum MOMA interactive winner
The Drum DADI double finalist