Story telling – The power of A great partnership
Shell’s partnership with Ferrari is one of the longest running and most successful in motorsport. It started in the 1930’s with Shell supplying fuel to Enzo Ferrari, first as a racing driver and then as a team manager of the original Scuderia Ferrari. Today, the Ferrari sponsorship provides Shell with its most powerful marketing platform, one that is leveraged company wide, to help achieve key business objectives.
A core strategy is to engage millions of fans worldwide through the creation of unique content that can be shared across multiple communication channels. Two powerful and highly successful examples are shown below.
Horse Power – capturing partnership and passion
The beginning of the 2014 Formula 1 season, marked one of the biggest technical landmarks in the sport, with the introduction of new highly efficient hybrid engine technology. The new regulations provided Shell with an opportunity to showcase its technical partnership with Ferrari to the world.
To engage with the fans, Shell created a 1 hour documentary following the Shell and Ferrari technical teams in the build up to the beginning of the 2014 season.
The film was released in the week prior to the 1st race of the season, supported by media premieres in Las Vegas, London and Melbourne.
The documentary was shown 120 times in 23 days across 45 markets, generating global viewership in 25 million homes. In addition, shorter versions received over 1 million views via Shell’s social media channels.
Track to road – Fernando Alonso tests Shell V-Power
The fuel that Shell develops for Ferrari in Formula 1 is extremely similar to the fuel that Shell sells to customers around the world. This is a very powerful and important message in Shell’s marketing of its leading premium fuel brand, Shell V-Power.
To tell the story in an exciting and engaging way, the BBC were invited to film Ferrari driver Fernando Alonso driving a Formula 1 car, firstly with race fuel and then road car fuel.
The feature was shown by the BBC as part of their award winning live Formula 1 coverage, being seen by millions of fans. In addition the film was shown across social media and at Shell media and fan events around the world.