Unleash the Fan Power
8. Brand Experience & Activation Kancils [8.3 Best use of events & live experiences]

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case board
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creative assets
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case film
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Links:
Product/Service:
Fuels
Client:
Shell Malaysia
Brief:
After nine years, Ferrari F1 drivers Lewis Hamilton and Charles Leclerc were finally returning to Malaysia, reigniting the passion of thousands of local motorsport fans. But while excitement dominated social media, opportunities to get close to the drivers remained notoriously exclusive and limited. As a Ferrari Innovation Partner, Shell saw an opportunity to take its role beyond powering performance on the track. We wanted to leverage our partnership, products, digital platforms and physical retail network to create more ways for Malaysians to experience the excitement firsthand. The challenge was to transform a global motorsport sponsorship into a locally relevant fan experience, giving the fans a variety of avenues to get engaged and rewarded.
Solution:
With Fuel The Fans, we leveraged our partnership to bring motorsport beyond the circuit, creating experiences that brought fans closer to the action. SHELL'S SECRET ADVANTAGE: A social teaser invited fans to uncover Shell's secret. Those who guessed correctly received exclusive DMs revealing an upcoming contest. Sharing the news earned bonus entries, turning fans into organic seeders. FEEL IT ALL CONTEST: We launched a fuel-and-win contest offering exclusive race weekend experiences, including meet-and-greets, paddock tours and grandstand tickets. FANDOM-FUELLED FABRIC: Thousands of fan messages were distilled into a batik-inspired print featuring Malaysia's national flower and crafted into bespoke racing jackets for the drivers. FORZA WEEKEND POP-UP: We transformed a Shell station in Sepang into a four-day motorsport destination, bringing the excitement beyond the grandstands. Immersive installations, racing simulators and reflex challenges opened the experience to the wider public, while contest winners met Hamilton and Leclerc, personally presenting them with the bespoke jackets. By turning an everyday Shell station into a destination for motorsport fans, we extended the excitement of race weekend beyond the circuit, making Shell part of the live experience.

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