Thousands of Malaysian fans took part in Shell Malaysia’s race weekend campaign as international motorsport returned to Sepang after nine years. This was a three-day celebration of Scuderia Ferrari HP, fan culture, and support from Malaysians.
The campaign was created with the help of GrowthOps Asia and involved various partners like InvictusBlue for media, Edelman for PR, Skinny Fat Kids for activations, and We Are Kix for production. The Shell V-Power campaign was featured across social media, partnerships with influencers, retail, and events.
It started with Shell inviting Malaysians to guess a “BIG secret.” Those who correctly guessed that Shell was offering an exclusive experience with behind-the-scenes access to “special guests” got surprise replies in their DMs before the full campaign launch.
From 24 August to 20 September, Malaysians used the Shell App to enter a contest with prizes like race weekend passes, exclusive experiences, and a special visit from the Scuderia Ferrari HP drivers. Shell asked fans to send messages to Lewis Hamilton and Charles Leclerc. Over 1,000 fans replied, and nearly 600 of their comments were turned into two unique batik-inspired jacket designs by Malaysian designer Jeffrey Goh of Inisaya. The jackets were given to the drivers during a special event for contest winners and were showcased during the three-day race weekend.
The campaign wrapped up at Shell’s V-Power activation space, where many fans enjoyed special experiences and saw how their messages were used in the designs for Hamilton and Leclerc.
The excitement continued on social media, where creators shared their experiences with the campaign, generating hundreds of thousands of views. Fans also posted photos with Shell’s Scuderia Ferrari HP driver displays at stations, creating a fun way to feel closer to the drivers.
“Motorsport today goes well beyond what happens on the track. It has become part of culture and entertainment, giving brands many more ways to bring fans into the experience,” said Chris Greenough, General Manager, GrowthOps Asia. “Our idea was to give Malaysians different ways to participate, from getting a DM from Shell and competing for exclusive access, to putting their own words behind the team through a uniquely Malaysian tribute. Seeing Lewis and Charles fight back to third and fourth, and then hearing Lewis thank the crowd, felt like the perfect ending. Maybe all that passion really did help fuel the comeback.”
The campaign not only engaged thousands of Shell customers but also boosted Shell V-Power sales and increased search interest and social conversations about V-Power by nearly 200%. Shell is still running the campaign, sharing behind-the-scenes footage of fan experiences and driver moments on social media.
Shell Mobility and Convenience Malaysia general manager Zairi Dzuljastri said, “The return of racing to Sepang is a significant moment for Malaysia’s motorsport community, and one that gave us a unique opportunity to bring our customers closer to the world of Scuderia Ferrari HP. Our long-standing relationship allows us to create experiences that go beyond what fans typically see from the stands and bring them closer to the passion and performance behind the team.” He continued, “that connection goes beyond the race weekend. For decades, Shell and Scuderia Ferrari HP have shared a commitment to pushing the boundaries of performance and innovation, and the learnings from that collaboration continue to shape the fuels and lubricants we develop for our customers.”
This campaign is based on Shell’s long-term partnership with Scuderia Ferrari HP, which has involved over 75 years of working together to create high-performance fuels and lubricants.