KUALA LUMPUR: Thousands of Malaysian fans recently joined Shell Malaysia’s race weekend campaign as international motorsport returned to Sepang after nine years.
The month-long build-up turned into a three-day celebration of Scuderia Ferrari HP, fan culture and Malaysian support.
Developed with lead creative agency partner GrowthOps Asia, alongside InvictusBlue for media, Edelman for PR, Skinny Fat Kids for activation and We Are Kix for production, the integrated Shell V-Power campaign spanned social media, KOL and creator partnerships, retail and on-ground experiences.
The campaign had ran from Aug 24 to Sept 20, 2026, with race weekend experiences taking place from Oct 2–4 at the Shell station in Sepang.
The campaign began with Shell teasing Malaysians to guess a “BIG secret”.
Hundreds who correctly guessed that Shell was offering an unforgettable experience with behind-the-scenes access to “special guests” received surprise responses directly in their DMs before the full campaign reveal.
From Aug 24 to Sept 20,, Malaysians collected entries through the Shell App, with rewards including race weekend passes, behind-the-scenes experiences and a special appearance by the Scuderia Ferrari HP drivers.
Shell then invited Malaysians to leave messages for Lewis Hamilton and Charles Leclerc.
More than 1,000 fans responded, with almost 600 comments incorporated into two unique 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, before being displayed throughout the three-day race weekend.
The campaign was completed at Shell’s V-Power activation space, where hundreds of fans took part in exclusive experiences and were able to see how their messages had become part of the designs created for Hamilton and Leclerc.
The excitement also spilled onto social media, where creators generated hundreds of thousands of views sharing their experiences with the campaign.
Fans also began posting photos with Shell’s Scuderia Ferrari HP driver monoliths at stations, turning them into another playful way to get as close as possible to the drivers.
“Motorsport today goes well beyond what happens on the track. It has become part of culture and entertainment, giving brands many more ways to bring fans into the experience,” said GrowthOps Asia general manager Chris Greenough.
“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. Seeing Lewis and Charles fight back to third and fourth, and then hearing Lewis thank the crowd, felt like the perfect ending. Maybe all that passion really did help fuel the comeback.”
Beyond engaging thousands of Shell customers, the campaign helped increase Shell V-Power sales while driving an almost 200% uplift in search interest and social conversation around V-Power.
The campaign continues, with Shell releasing behind-the-scenes footage from the weekend’s fan experiences and driver moments across social media.
Shell Mobility and Convenience Malaysia general manager Zairi Dzuljastri said, “The return of racing to Sepang is a significant moment for Malaysia’s motorsport community, and one that gave us a unique opportunity to bring our 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."
He continued, “that connection goes beyond the race weekend. 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.”
This campaign builds on Shell’s long-standing Innovation Partnership with Scuderia Ferrari HP, founded on over 75 years of technical collaboration and the co-development of high-performance fuels and lubricants.
