Thousands of Malaysian fans got closer than ever to Scuderia Ferrari HP this month, as the Shell V-Power race weekend campaign turned a month of anticipation into a three-day celebration at Sepang. With international motorsport returning to Sepang after nine years, Shell Malaysia gave fans an experience that went well beyond the grandstands.
A Shell V-Power Campaign Built Around Malaysian Fans
Developed with lead creative agency GrowthOps Asia, alongside InvictusBlue (media), Edelman (PR), Skinny Fat Kids (activation) and We Are Kix (production), the integrated Shell V-Power campaign spanned social media, KOL and creator partnerships, Shell stations and on-ground experiences.
It all began with a tease. Shell challenged Malaysians to guess its “BIG secret”, and hundreds who correctly guessed that a behind-the-scenes experience with “special guests” was on the cards received surprise replies straight to their DMs before the full reveal.
How Fans Earned Their Way In
From 24 August to 20 September 2026, Malaysians collected entries through the Shell App. Rewards included race weekend passes, behind-the-scenes experiences and a special appearance by Scuderia Ferrari HP drivers Lewis Hamilton and Charles Leclerc.
Shell then invited fans to leave messages for the two drivers. More than 1,000 Malaysians responded, and almost 600 of those comments were woven into two one-of-a-kind designs.
A Batik-Inspired Tribute From Malaysia
Created with Malaysian designer Jeffrey Goh of Inisaya, the two batik-inspired jackets carry the fans’ own words within their floral patterns. The jackets were presented to Hamilton and Leclerc during a special session with contest winners, then displayed throughout the three-day race weekend.
At the Shell V-Power activation space, hundreds of fans enjoyed exclusive experiences and saw for themselves how their messages had become part of the designs created for the drivers.
Buzz That Spilled Onto Social Media
The excitement did not stay at the circuit. Creators generated hundreds of thousands of views sharing their experiences, while fans began posting photos with Shell’s Scuderia Ferrari HP driver monoliths at stations, a playful way to get as close as possible to their heroes.
Beyond engaging thousands of Shell customers, the campaign helped lift Shell V-Power sales and drove an almost 200% uplift in search interest and social conversation around the brand. Behind-the-scenes footage from the weekend’s fan experiences and driver moments continues to roll out across Shell’s social channels.
What the Team Behind Shell V-Power Had to Say
“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 Chris Greenough, General Manager, GrowthOps Asia. “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.”
Shell Mobility and Convenience Malaysia general manager Zairi Dzuljastri added, “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.”
He noted that the 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.”
More Than 75 Years of Partnership
The 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. Learn more about Shell V-Power at Shell Malaysia.
Missed the excitement? Catch up on our coverage of the race weekend at Sepang.
