Shell Malaysia turned the long-awaited return of international motorsport to Sepang into a celebration of racing, creativity and fan participation, bringing thousands of Malaysians closer to Scuderia Ferrari HP through an integrated Shell V-Power campaign. Developed in collaboration with lead creative agency GrowthOps Asia, the campaign ran for a month before culminating in a three-day race weekend. It combined social media engagement, creator partnerships, retail activities and exclusive on-ground experiences to build excitement around Ferrari and its drivers, Lewis Hamilton and Charles Leclerc.
With international racing returning to Sepang after a nine-year absence, Shell set out to make the occasion about more than what happened on the track. The campaign gave Malaysian fans opportunities to interact with the brand, win exclusive experiences and leave their own mark on the celebrations. The integrated effort also involved InvictusBlue for media, Edelman for public relations, Skinny Fat Kids for activation and We Are Kix for production.
The campaign began with Shell inviting Malaysians to guess a closely guarded “BIG secret”. Hundreds of participants who correctly identified the promise of an unforgettable experience, including behind-the-scenes access and appearances by special guests, received surprise messages directly through their social media direct messages. From 24 August to 20 September, Malaysians could collect contest entries through the Shell App for a chance to win race weekend passes, exclusive behind-the-scenes experiences and access to a special appearance by the Scuderia Ferrari HP drivers.
However, one of the campaign’s most distinctive elements was the opportunity for fans to send personal messages to Hamilton and Leclerc. More than 1,000 fans submitted messages, with almost 600 comments eventually incorporated into two bespoke, batik-inspired jacket designs created in collaboration with Malaysian designer Jeffrey Goh of Inisaya.
The jackets offered a distinctly Malaysian tribute to the two Ferrari drivers, blending local artistic influences with the global appeal of Formula 1. They were presented to Hamilton and Leclerc during a special appearance for contest winners before being displayed throughout the three-day race weekend. For fans, the initiative provided a tangible connection to the team, transforming their messages from social media comments into part of a creative tribute presented directly to the drivers.
The excitement continued at Shell’s V-Power activation space during race weekend, where hundreds of fans experienced exclusive activities and saw how their messages had been incorporated into the custom-designed jackets. Online engagement also played a significant role in extending the campaign’s reach. Content creators shared their experiences across social media, generating hundreds of thousands of views and helping bring the excitement to audiences beyond the circuit.
Shell’s Scuderia Ferrari HP driver monoliths at selected stations became another attraction, with fans sharing photographs alongside the displays as a playful way to feel closer to their favourite drivers. According to Chris Greenough, General Manager of GrowthOps Asia, modern motorsport has evolved beyond the racing itself, opening up opportunities for brands to connect with fans through culture, entertainment and shared experiences.
He said the campaign was designed to offer multiple ways for Malaysians to participate, whether through surprise messages from Shell, competitions for exclusive access or contributing their own words to the tribute for Ferrari’s drivers. Greenough also highlighted Ferrari’s recovery during the race weekend, with Hamilton and Leclerc finishing third and fourth respectively. Hamilton’s subsequent acknowledgement of the crowd provided what he described as a fitting conclusion to the campaign. Beyond the excitement generated among fans, the campaign delivered measurable results for Shell V-Power. Shell reported an increase in V-Power sales, alongside an almost 200% uplift in search interest and social media conversations surrounding the fuel brand.
The results demonstrate how a major motorsport occasion can serve as a platform for both customer engagement and commercial growth, particularly when fans are given opportunities to participate rather than simply watch from the sidelines. The campaign is also continuing beyond the race weekend, with Shell releasing behind-the-scenes footage featuring fan experiences and memorable moments involving the Ferrari drivers across its social media channels.
Zairi Dzuljastri, General Manager of Shell Mobility and Convenience Malaysia, described the return of racing to Sepang as a significant moment for the country’s motorsport community. He said Shell’s longstanding relationship with Scuderia Ferrari HP provided an opportunity to bring customers closer to the team’s passion and performance through experiences that go beyond the usual grandstand perspective. Dzuljastri added that the partnership extends well beyond race weekend, with both companies sharing a commitment to performance and innovation.
The campaign builds on Shell’s Innovation Partnership with Scuderia Ferrari HP, underpinned by more than 75 years of technical collaboration. The relationship has involved the co-development of high-performance fuels and lubricants, with knowledge gained through motorsport contributing to Shell’s ongoing product development. By combining that technical heritage with a campaign centred on fan participation, Shell Malaysia used the return of international racing to Sepang to strengthen its connection with local customers.
Ultimately, the initiative demonstrated how motorsport can unite technology, entertainment and national fan culture. While the action on the circuit provided the spectacle, it was the involvement of Malaysian fans — from their personal messages to the batik-inspired jackets — that gave Shell’s V-Power campaign a uniquely local identity.
