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Case Studies


Shell ‘Ferrari Model Car Promotion’ marketing campaign

Shell ‘Ferrari Model Car Promotion’ marketing campaign

Best practice from The Marketing Store.

The Marketing Store has worked in partnership with Shell to drive one of the most successful global forecourt promotional campaigns, ever. 


The challenge, which celebrates the successful technical relationship between Shell and Ferrari, was simple; give every Shell customer the chance to own a range of aspirational Ferrari model cars!


Thanks to market leading innovative product technology developed by The Marketing Store, Shell are able to deliver a new range of unique model Ferrari collectables each year, from pull-back 2 speed motors to authentic dual sounds and most recently a directional command function with up to 15 programmed steps.

These developments are in line with the Shell’s V-Power global fuel strategy - performance & innovation - whilst combining inherent play value and collectability, offering a real gear change in promotional performance.


The Marketing Store developed the fully integrated campaign package to support the promotion, including TV advertising featuring Michael Schumacher, radio advertising, PR, all packaging and forecourt POS materials and a digital marketing campaign including viral activity.


This global promotion now in its third rollout has sold over 56 million units and generates a significant increase in volumes and trade up levels to their premium fuel Shell V-Power.
‘TMS promotions have delivered some fantastic sales results, achieving our promotional and brand objectives in every way,” said Shell Global Retail Marketing Promotions Manager, Tina Chao.

“The V-Power promotion is widely regarded as one of the most successful fuels promotions Shell has ever run."

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