Kuala Lumpur, 16 October 2026 — Shell Malaysia brought motorsport excitement to life with a race weekend campaign that attracted thousands of Malaysian fans, marking the return of international motorsport to Sepang after a nine-year absence. The month-long initiative culminated in a three-day celebration of Scuderia Ferrari HP, fan engagement and Malaysian creativity, offering supporters opportunities to connect with the team beyond the racetrack.

Developed in collaboration with lead creative agency GrowthOps Asia, alongside InvictusBlue for media, Edelman for public relations, Skinny Fat Kids for activation and We Are Kix for production, the integrated Shell V-Power campaign combined digital engagement, creator partnerships, retail initiatives and on-ground experiences to bring fans closer to the world of motorsport.

The campaign kicked off with a social media teaser inviting Malaysians to guess a “BIG secret”. Hundreds of participants who correctly anticipated an opportunity to enjoy exclusive experiences and behind-the-scenes access received surprise direct messages from Shell before the full campaign was unveiled. From 24 August to 20 September, customers could collect entries through the Shell App for a chance to win race weekend passes, exclusive behind-the-scenes experiences and an opportunity to meet Scuderia Ferrari HP drivers Lewis Hamilton and Charles Leclerc.

Adding a distinctly Malaysian touch, Shell invited fans to share messages for the two drivers, receiving more than 1,000 responses. Almost 600 comments were transformed into two unique batik-inspired jacket designs created in collaboration with Malaysian designer Jeffrey Goh of Inisaya. The personalised jackets were presented to Hamilton and Leclerc during a special appearance for contest winners before being showcased throughout the three-day race weekend.

The campaign’s excitement extended beyond the track, with hundreds of fans participating in exclusive activities at Shell’s V-Power activation space. Social media creators also generated hundreds of thousands of views by sharing their campaign experiences, while Shell’s Scuderia Ferrari HP driver monoliths at selected stations became popular photo opportunities for fans seeking a closer connection with their favourite drivers.

According to Chris Greenough, General Manager of GrowthOps Asia, modern motorsport has evolved beyond racing into a broader cultural and entertainment experience, creating new opportunities for brands to engage audiences. He said the campaign was designed to give Malaysians multiple ways to participate, from receiving personalised messages and competing for exclusive access to contributing to a uniquely Malaysian tribute for the drivers. He also highlighted the drivers’ third- and fourth-place finishes, alongside Hamilton’s appreciation for the crowd, as a fitting conclusion to the campaign.

Beyond fan engagement, the initiative delivered positive commercial results for Shell, helping increase Shell V-Power sales while generating an almost 200% uplift in search interest and social media conversations surrounding the premium fuel brand. Shell is continuing to extend the campaign’s momentum by releasing behind-the-scenes footage featuring fan experiences and memorable driver moments across its social media platforms.

Zairi Dzuljastri, General Manager of Shell Mobility and Convenience Malaysia, said the return of racing to Sepang represented a significant occasion for the country’s motorsport community. He noted that Shell’s long-standing relationship with Scuderia Ferrari HP enabled the company to create experiences that brought customers closer to the team’s passion, performance and innovation. The collaboration also reflects a shared commitment to advancing technology, with insights from the partnership contributing to the development of high-performance fuels and lubricants.

The campaign builds on Shell’s innovation partnership with Scuderia Ferrari HP, which spans more than 75 years of technical collaboration and joint development. By combining motorsport heritage, interactive experiences and Malaysian cultural elements, Shell Malaysia demonstrated how an international racing event could become a platform for deeper customer engagement and stronger brand connections.