Shell Malaysia has brought together thousands of Malaysian motorsport fans through a campaign celebrating the return of international motorsport to Sepang after a nine-year absence. The month-long initiative culminated in a three-day celebration from 2 to 4 October 2026, highlighting Scuderia Ferrari HP, motorsport culture and Malaysian fan support.
Developed in collaboration with creative agency GrowthOps Asia, media partner InvictusBlue, PR agency Edelman, activation partner Skinny Fat Kids, and production partner We Are Kix, the integrated Shell V-Power campaign combined social media, key opinion leader (KOL) and creator partnerships, retail activities, and on-ground experiences.
The campaign began with Shell teasing Malaysians about a “big secret”, prompting hundreds of fans to speculate about the announcement. Those who correctly guessed that Shell was preparing a special experience received surprise direct messages before the campaign was fully revealed.
From 24 August to 20 September 2026, Malaysians could participate through the Shell App for a chance to win race weekend passes, behind-the-scenes experiences and a special appearance by Scuderia Ferrari HP drivers. Fans were also invited to leave messages for Lewis Hamilton and Charles Leclerc.
The campaign received more than 1,000 responses, including almost 600 comments that were incorporated into two unique batik-inspired designs created by Malaysian designer Jeffrey Goh of Inisaya. The drivers received the jackets during a special appearance for competition winners before they were displayed throughout the race weekend.
At Shell’s V-Power activation space, hundreds of fans participated in exclusive activities and saw how their messages had been transformed into designs created for Hamilton and Leclerc.
The campaign also gained traction on social media, generating hundreds of thousands of views as creators shared their experiences. Meanwhile, fans posted photos featuring Shell’s Scuderia Ferrari HP driver monoliths at service stations, turning them into another way to feel closer to the drivers.
Chris Greenough, General Manager of GrowthOps Asia, said motorsport has become part of culture and entertainment, giving brands more opportunities to connect fans with the experience.
He added that the campaign offered Malaysians different ways to participate, from receiving a direct message from Shell and competing for exclusive access to seeing their own words featured in a tribute to the team. He also described the drivers’ fight back to third and fourth place, followed by Hamilton acknowledging the crowd, as a fitting end to the experience.
Beyond engaging Shell customers, the campaign helped increase Shell V-Power sales and drove an almost 200% uplift in search interest and social conversations surrounding V-Power. Shell will continue sharing behind-the-scenes footage from the weekend, including fan experiences and moments with the drivers, across social media.
Zairi Dzulastri, General Manager of Shell Mobility and Convenience Malaysia, said the return of racing to Sepang was a significant moment for the country’s motorsport community. He noted that the occasion allowed Shell to bring customers closer to the world of Scuderia Ferrari HP.
He added that Shell’s long-standing relationship with Scuderia Ferrari HP allows the company to create experiences that go beyond what fans typically see from the stands, bringing them closer to the team’s passion and performance. The partnership also reflects a shared commitment to performance, innovation and the continued development of fuels and lubricants.
The campaign builds on Shell’s long-standing Innovation Partnership with Scuderia Ferrari HP, which was founded on more than 75 years of technical collaboration and the co-development of high-performance fuels and lubricants.
About Post Author
