How could we leverage the power of Shell and Ferrari’s 60-year plus technical partnership and make it feel tangible for customers at the forecourt?
Our solution lay in the allure of Ferrari – everybody wants a Ferrari! Research, across all Shell’s markets, proved this statement to be true. So we created a unique collection of model Ferraris that had the power to race and change pace. The models were linked to purchase, while their functionality helped support the high performance proposition of Shell V-Power.
The global promotion that followed ran in 54 markets. It generated massive incremental sales and customer engagement beyond anything ever seen on a petrol station forecourt. Over 56 million model cars were ordered, shipped out and sold.