Unleash the Fan Power
8. Brand Experience & Activation Kancils [8.4 Best use of sponsorships & partnerships]
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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:
Fuel the Fans took Shell beyond fuelling Ferrari's performance to fuelling Malaysian fans' passion. As a Ferrari Innovation Partner, we leveraged our motorsport relationship to unlock exclusive access, experiences and opportunities for Malaysian fans.
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 turned our Ferrari partnership into exclusive rewards, offering meet-and-greets, paddock tours and grandstand tickets through a fuel-and-win contest amplified across KOLs, social media, the Shell App and on-ground channels.
FANDOM-FUELLED FABRIC: We partnered with Malaysian fashion brand inisaya to transform thousands of fan messages into bespoke batik-inspired jackets, bringing local heritage and fashion into the world of Ferrari.
FORZA WEEKEND POP-UP: We transformed a Shell station in Sepang into a four-day motorsport destination featuring Ferrari heritage installations, racing challenges and an exclusive meet-and-greet where fans personally presented the jackets to Hamilton and Leclerc.
Together, these activations transformed Shell's Ferrari partnership from brand association into tangible fan value, connecting a global motorsports with Malaysian passion and culture.
