Scuderia Ferrari Uncovered: The first time in history Shell unlocked the doors to the most secretive location in Formula One – Ferrari’s legendary pit garage.

A multi-device, 360° digital experience, it was like the fans were there. They could seamlessly explore every area, deep dive into interactive hotspots, and access never-before-seen content and insights.

For the first time ever, motoring enthusiasts across the world not only got to discover the inner workings of Scuderia Ferrari, but the integral role Shell plays in their success, in the most immersive way possible.

THE EXPERIENCE: A VIRTUAL ACCESS-ALL-AREAS PASS

- An HTML5, 360 degree experience working across mobile, tablet and desktop; with content optimised for each device

- The experience aggregated exclusive videos and audio content from the Ferrari team captured during exclusive shoot days at the Bahrain F1 Grand Prix and Ferrari’s Maranello test track.

PROMOTING THE EXPERIENCE

- INFLUENCERS: Unique ‘steering wheel’ iPad mailers were sent to key motorsport influencers

- PRE-ROLL VIDEOS: Unique pre-rolls were tailored to popular celebrity videos, highlighting the fact that even the celebs couldn’t get access to the F1 garage like this

- SOCIAL: We promoted the experience with tactical social posts during key F1 events, optimised with user data from the experience. Fans could also socially share their favourite parts of the experience.

- VR EXPERIENCE: We toured a virtual reality version of the experience at Grand Prix events.

Unprecedented levels of engagement

• Over 1 million visitors in first three months (over two thirds on mobile or tablet) 250% more than Ferrari’s own site

• An average dwell time over 4 min 30 seconds

• 62M+ impressions from PR coverage

• 51M+ impressions in social media

Increase brand affinity and perception of Shell’s products

• 35% increase in brand preference

• 7% pp increase in perception of Shell’s products as technically advanced