Shell’s global research states motorists’ aware of the Shell Ferrari Partnership are more likely to buy Shell fuel and oil products. The 2010 goal was to help increase awareness of the Partnership above its current penetration of 28%. Specifically communicate the ‘track to road’ innovation benefits and the advanced technology nature of Shell products such as V-Power fuel and Helix oil. A target of 50 million global motorsport fans was set. As consumers of fuel and oil products, fans took a more technical interest in the sport, and acted as opinion leaders with their circles of influence.

Shell’s film content reached 97 million viewers on multiple broadcast channels across over 200 countries. This significantly surpassed the target of 50 million. 21 of the countries reached were Shells top global markets. Broadcasting content among motorsport influencers optimised the value of reach because it centred on where Shell’s core customers lived. Crucially Shell, its products and messaging, were at the centre of every story.Using international standard evaluation techniques, a PR value of $51.3m was achieved for placement of the film content, which excluded a valuation for over 800 global website broadcasts. From an initial investment of $750m, a ROI of 73:1 was achieved. Significantly this strategy has raised the Technical Partnership profile during the F1 off season.

To maximise reach among TV and online F1 broadcasters, Shell need to provide race relevant news, great footage and provocative quotes from relevant F1 people. The strategy was to provide a relevant series of short Ferrari F1 films exploring the heart of the Shell Ferrari Partnership. Each 5 minute story explained why the partnership was so enduring in motorsport, and how it worked to deliver a competitive advantage to the Ferrari team. The 9 films were to be distributed throughout the season as F1 race stories, credibly featuring Shell’s role, while still delivering insights and quotes craved by broadcasters.

Global fuel and oil producers Shell have been a Technical Partner with Ferrari for over 60 years. The partnership allows the development of advanced fuel and oil products through the highly monitored test bed of Formula One, and in Shell’s case Ferrari. Motorists’ who care for their car, and want the most from its performance, benefit from this knowledge to inform their purchasing decisions. Most of the 800+ global F1 broadcasters require stories to fill their pre-race shows. Fuel and oil were not immediately ‘sexy’ as editor choices. Only 28% of motorsport fans surveyed knew of the Technical Partnership.