Shell’s partnership with Scuderia Ferrari is one of the oldest relationships in motorsports, dating back to the 1930s. Shell’s pioneering work on fuel and lubricants for Scuderia Ferrari has helped them develop some of the world-leading products in those categories. Shell tasked Edelman with finding a way to communicate the practical benefits of the Shell and Scuderia Ferrari technical partnership in a way that had a measurable impact on brand performance.
Shell V-Power fuel and Shell Helix Ultra lubricants were developed with Scuderia Ferrari. They are designed to handle some of the most extreme temperatures and driving conditions possible.
And that’s where the idea for the Shell Winter Test came from. Shell would take Scuderia Ferrari to one of the most extreme environments in Europe to show how Shell fuels and lubricants could help it perform at its peak, even in the toughest conditions.
Strategy & Execution
We took Scuderia Ferrari to a racetrack high in the Swiss Alps. There, driver Kimi Räikkönen teamed up with guests including the media, influencers and superfans to test the products’ performance— in a race against some of Europe’s most extreme driving conditions.
The test gave Edelman the chance to capture interactive and fun content which we used to amplify the story and clearly articulate the benefits of Shell’s motorsport partnerships across social media and earned media coverage.
The Shell Winter Test was the highest reaching event of any Shell Motorsport activation in 2017, generating an organic viewership of over 200,000 on YouTube alone.
The event was covered over 70 times in different media outlets, reaching over 184 million people globally. Crucially, the Winter Test helped to increase purchasing intent for Shell V-Power by 18 percentage points.