Case Study – Shell x Scuderia Ferrari Australian Grand Prix Promotion

The Pitstop Strategies Perspective

Why This Case Study Matters

This case study shows how deep motorsport knowledge, commercial discipline, and brand governance come together to deliver work that performs commercially, not just creatively.

As Team Principal of Pitstop Strategies, my role is not to chase noise or novelty, but to design programs that stand up to scrutiny, earn stakeholder trust, and convert motorsport passion into measurable business outcomes. The Shell x Scuderia Ferrari Australian Grand Prix promotion is a clear example of that approach in action.

The Brief

In the lead-up to the 2024 Formula 1 Australian Grand Prix™, Viva Energy (a Shell licensee) set out to do more than run a standard retail promotion. The ambition was clear: create an emotionally resonant, commercially effective program that rewarded loyal customers, attracted new ones and reinforced Shell's long-standing association with high-performance motorsport and Scuderia Ferrari. The team was engaged to shape a competition that balanced national scale with genuine prestige, ensuring it delivered measurable outcomes while remaining authentic to motorsport fans.

The Strategic Approach

Rather than relying on heavy above-the-line spend, the strategy focused on irresistible experiential value supported by targeted, high-impact media. The timing of the Ferrari feature film provided a natural launch platform, capturing expressions of interest before pivoting seamlessly into competition messaging once live.

At the centre was a four-week national competition, embedded into everyday fuel and convenience purchases, while offering a once-in-a-lifetime Formula 1 experience as the ultimate reward.

Key principles guided the design:

• Make entry simple, but engagement deep
• Reward loyalty without excluding new customers
• Leverage Shell's Ferrari partnership in a way money can't normally buy
• Deliver strong ROI through primarily below-the-line execution

The Competition

Entry Mechanic

Spend $20 or more on fuel or in-store to enter online (receipt upload), with a bonus entry for purchasing Shell V-Power, driving premium fuel consideration and repeat purchase.

Major Prize

An immersive Ferrari Formula 1™ experience, including:

• Flights and accommodation for two
• Four-day General Admission passes to the Australian Grand Prix
• Scuderia Ferrari garage and paddock access
• Lunch inside the Ferrari team facilities
• Meet-and-greet with Ferrari drivers
• Viewing part of F1 qualifying from the team garage
• Signed Scuderia Ferrari merchandise pack

Runner-Up Prizes

Five double General Admission passes to the 2024 Australian Grand Prix.

Amplification & Assets

The promotion was supported by a tightly integrated ecosystem of content and channels:

• Cinema: Bespoke video aligned with the Ferrari feature film launch. (350,000 impressions; 1,729 pre-registrations, 91% new customers)
• Social Media: Shell Motorsport, Shell Australia, Australian Grand Prix Corporation and Shell V-Power Racing Team channels. (12.67M impressions; 1.6M reach)
• Digital & eDM: BVOD, Kayo, rich media and direct communications to over 1 million customers, achieving a 60% average open rate.
• Event & OOH: Large-format billboards, official Grand Prix programme advertising, and prominent on-site signage across the four-day event.

Results That Matter

• 25,340 competition entries
• 21.6% of entrants were entirely new customers
• New customers entered an average of three times, indicating repeat purchase behaviour
• Shell V-Power penetration increased from 36% to 37.2% over the quarter
• One in three entrants purchased Shell V-Power to secure the bonus entry

All delivered through a cost-effective, primarily below-the-line program with exceptional ROI.