Shell MY turns fan messages into Scuderia Ferrari HP drivers' batik jackets

Shell turned more than 1,000 messages from Malaysian fans into batik-inspired jackets for Scuderia Ferrari HP drivers Lewis Hamilton and Charles Leclerc. 

The campaign, aimed at promoting its V-Power fuel, ran from 24 August to 4 October and spanned social media, creator partnerships, retail and on-ground experiences.

It coincided with Formula 1's return to Malaysia after nine years, with the race weekend taking place from 2 to 4 October.

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Developed with lead creative agency GrowthOps Asia, the campaign also involved InvictusBlue for media, Edelman for PR, Skinny Fat Kids for the activation and We Are Kix for production.

It began with a teaser asking Malaysians to guess a “BIG secret”. Hundreds who correctly guessed that Shell was offering behind-the-scenes access to “special guests” received surprise replies directly in their DMs, ahead of the full campaign reveal.

From 24 August to 20 September, Malaysians collected entries through the Shell app for rewards including race weekend passes, behind-the-scenes experiences and a special appearance by the Scuderia Ferrari HP drivers. 

Shell then invited fans to leave messages for Hamilton and Leclerc. More than 1,000 responded, and almost 600 comments were incorporated into two batik-inspired designs created with Malaysian designer Jeffrey Goh of Inisaya.

The jackets were presented to the drivers during a special appearance for contest winners and displayed throughout the three-day race weekend. At Shell’s V-Power activation space, fans could see how their messages had become part of the designs.

The campaign also extended across social and physical touchpoints. Creators generated hundreds of thousands of views by sharing their experiences, while fans posted photos with Shell's Ferrari driver monoliths at stations.

Shell said the campaign helped increase V-Power sales and drove an almost 200% uplift in search interest and social conversation around the fuel.

After the race, the campaign continues with Shell releasing behind-the-scenes footage of the fan experiences and driver moments on social media.

According to Zairi Dzuljastri, general manager of Shell Mobility and Convenience Malaysia, the return of racing to Sepang gave Shell a chance to bring 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. That connection goes beyond the race weekend," he said.

"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," he added. 

In tandem, Chris Greenough, general manager of GrowthOps Asia said motorsport goes well beyond what happens on the track. 

“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," he added.

The campaign builds on Shell’s Innovation Partnership with Scuderia Ferrari HP, which is founded on more than 75 years of technical collaboration and the co-development of high-performance fuels and lubricants.

It was one of several F1 activations around Sepang’s return to the calendar after nine years. Nestlé Malaysia ran a KitKat x Formula 1 roadshow across the Klang Valley, while foodpanda also turned the race weekend pink with a pandamart Pit Stop at the main grandstand.

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