Problem

Performance messaging around Shell V-Power fuel did not drive differentiation from its competitors. Consumers needed an emotional connection to engage with the brand.

Idea

Shell leveraged its partnership with Scuderia Ferrari HP’s Formula 1 team to create a personalised experience for its audience and drive an emotional brand connection. Using AI to create personalised content at scale, the ‘Feel Closer’ campaign allowed fans to feel the excitement of an individual VIP experience in the super-exclusive environment of the Pit Garage of the F1 team.

Execution

The campaign delivered AI-powered personalised, immersive films to hundreds of thousands of fans. Fans were personally greeted by name by Charles Leclerc and Lewis Hamilton and given a bespoke VIP lanyard and headphones. They were granted access to moments and spaces normally reserved for the team, creating a sense of proximity, privilege and brand engagement.