This was Shell’s most successful global promotion ever. When the product designers we worked with invented the ‘two speed, pull-back friction motor’ we immediately saw a parallel with the power boost engines receive when running on Shell V-Power. To help demonstrate this, and leverage Shell’s partnership with Ferrari, we created a range of scale model cars fitted with the motor. The cars were sold in every market in the world with the purchase of
V-Power. Michael Schumacher starred in our ads and the initial order for 11 million model cars grew to over 82 million over the course of 5 years. We also created every single piece of supporting work from ATL TV to viral marketing and all the market communication toolkits.