Case study

Shell spotlights Motorsports partnership to grow its presence in the premium segment

In celebration of its long-standing Motorsport partnership, Shell developed a series of small-scale, remote-controlled race cars. These collectibles feature familiar Motorsports brands, ones that use Shell V-Power fuel in big races. This year, for the first time, Shell launched their collectibles in partnership with not just one but five Motorsport brands: Ferrari, BMW, Nissan Formula E, Team Penske IndyCar, and Ford Mustang GT. Shell’s collaboration with Ferrari has lasted more than 70 years.

Though many of its competitors sat out the pandemic, Shell Indonesia tried a different campaign approach. Shell teamed up with Waze, another long-time partner, to promote its partnership with the Motorsport brands using Shell V-Power premium fuel with Dynaflex technology.

Promoting partnerships and the launch of Shell V-Power Nitro+

Shell had multiple objectives for this multi-month campaign. The team wanted customers to experience the performance of newly launched Shell V-Power Nitro+ as the most advanced product in Shell V-Power portfolio while also showcasing their partnership with the multiple Motorsport brands, many of which are popular names.

Capturing — and keeping — interest

To increase the awareness and consideration of their brand and drive more navigations to Shell  fuel stations, Shell tried several Waze ad formats. The team launched Pins, Search Ads, and Takeovers, a larger-scale creative that displays once the vehicle stops.

Every two weeks throughout the campaign, Shell launched a new ad to keep users interested and engaged. The rotating visuals helped maintain a consistently high click-through rate for the ads, with Ferrari and IndyCar’s creative taking the top spots for the highest engagement.

Waze is an integral touchpoint in our marketing communication plan, and we use it to drive call to action because of its ability to reach Wazers in real-time and in that micro-moment when customers plan to fuel up. It's fantastic to see the number of impressions, engagement, and navigations delivered from this campaign.

Chitra Gunadi, Communications & Digital Marketing Manager Shell Mobility Indonesia

A step ahead of the competition

Shell reached 65% of all active Waze users in Indonesia through the Waze campaign with 15M impressions. Out of those impressions, 128K led to engagement, while 60K resulted in navigations to our fuel station with a small cost per navigation.

By partnering with Waze and remaining active when many others in their industry were quiet, has helped Shell to reach wider on-the-go customers and increase its customer base. What’s more, their Motorsport-branded products are still in high demand. Even today, long after the end of the campaign, customers continue to express their appreciation for the innovative Remote Control car concept, reaching out to ask where they can buy more of the Motorsport collectibles.

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