For the first time, fans will get privileged money can’t buy access to an F1 garage which have traditionally been off limits to the public, ala Google Street View style.
‘Scuderia Ferrari Uncovered’, developed by Shell as part of its technical partnership with Ferrari, allows the user to navigate their own way through the garage, stopping at areas for a more in-depth tour.
Videos, information, data as well as the Shell Technical Partnership with Ferrari, are then displayed to provide insights on the team behind the race and a more immersive experience into the sport.
Breakaway sections allow fans to explore elements such as the aerodynamics of the car; background stories from the superstar drivers; the cockpit; the Shell track lab; the countdown before a race; and what goes in to the perfect blend of Shell V-Power Fuel and Shell Helix Ultra oil. Both products are crucial to Scuderia Ferrari each season to maximise performance from the power unit.
Eager users can even walk out onto the pit lane to see how the Ferrari crew operates as they prepare for, and execute, a pit stop during an F1 race, with step by step commentary of the process from previously unseen angles.
Shell Global Head of Digital Communications Fiona Low said Scuderia Ferrari Uncovered represents a new way for Shell to approach marketing.
The Shell-Ferrari partnership is an example of a successful motorsport pairing.
“Scuderia Ferrari Uncovered showcase our shared passion for innovation both on and off the track," said Low.
“Whether you are an F1 nut or just a curious sports fan, Scuderia Ferrari Uncovered is a great way to learn more about the sport of F1 and gain access into this exclusive world,” Low said.
The Scuderia Ferrari Uncovered experience has launched to coincide with the exciting announcement that Shell is to be named official ‘Innovation Partner of Scuderia Ferrari’ as part of a new agreement that will see the pair work closer together than ever.
The contract marks a dramatic sea change in a partnership that dates back as far as 1950 and has seen the team from Maranello claim 167 race wins with Shell’s support.
The partnership will see new levels of collaboration to achieve success on the track and is a strong commitment from two partners to continue a successful relationship, while developing it further to respond to developments in the market and the communications landscape.
Q&A with Fiona Low
Why did Shell create Scuderia Ferrari Uncovered?
Shell’s technical partnership is unique within Formula One and we want our customers to see and feel the partnership for themselves. What better way to do this than to get them inside the paddock where the action is?
We know that the more we can get people to engage with our branded content the closer they feel to our brand. We do see a positive impact on brand preference and purchase intent when people are exposed to Motorsports digital content.
New technology and the recent growth in 360 experiences meant that we had a great opportunity to bring an amazing concept to life and be the first to do something like this in Formula One.
How was Scuderia Ferrari Uncovered made?
To capture the essence of the Shell Track Lab and the Scuderia Ferrari Formula One Garage at Bahrain’s Grand Prix, the 360° photography, creative and technical teams ensured we gathered the exact assets required to create an immersive digital journey.
The resulting images were converted into a 360° experience with Pano2VR software and, through the use of HTML5, we integrated hotspots and directional sound within each interactive scenario. Using the canvas element of HTML5 to create dynamic graphics and animations, we developed an optimised site compatible with both mobile and tablet platforms. Finally, JavaScript allowed the site to keep communications with the server to a minimum, ensuring the experience runs at peak performance at all times.
How long did it take to create?
The shoot took place prior to the Bahrain GP in April 2015. From there the site was built in four months.
How was Ferrari involved?
We worked very closely with Scuderia Ferrari throughout the development of the site, specifically they:
> Approved the concept
> Provided access at the GP
> Provided access to personnel
> Provided technical input for certain hotspots (for instance aerodynamics)
Who is it aimed at?
It’s primarily aimed at Scuderia Ferrari fans and F1 enthusiasts around the world. But we do expect the experience to have a broad appeal. Even people who may not be F1 experts will enjoy the experience and spend time looking around the paddock.
How does Scuderia Ferrari Uncovered work?
The website can be accessed across all devices so it works on desktop, tablet and smartphone. As it’s a website you just need reliable internet access to enjoy the experience, no need to download or login.
One special feature for tablet and smartphone is that is uses the devices gyroscope to allow users to look around the experience simply by moving their device, allowing them to feel even more immersed in the experience.
Where did the original concept come from?
We have always had an ambition to get people closer to the partnership although we have previously relied on people physically being at a race or at one of our events. Developments in digital technology and mobile devices now give us an opportunity for us to reach and connect with people virtually through an experience like Scuderia Ferrari Uncovered.
Does Shell plan to do more things like this in the future?
Absolutely. There are enormous opportunities for us to tap into people’s passion points with new experiences like this and as a company we pride ourselves on always being at the forefront of innovation and technology so are keen to push the boundaries. Changes in technology will play a big role in defining what can be achieved in the digital space and the level of innovation will only increase in the future. Watch this space.
