2011 is shaping up to be a historic year for Indian motorsports as India will host its inaugural Grand Prix on 30th October 2011 and will enter the big league of global motor-sporting nations. The 1st Formula One season in India is expected to catch the imagination of Indians across all age-groups with thousands of fans rallying behind this sport that has become synonymous with the fast and the fastest.
Shell Helix, the only motor oil trusted by Scuderia Ferrari for 60 years has been involved with motor racing since the beginning of the sport and first joined forces with racing teams in the 1920s. Together, the technical partnership between Shell Helix and Ferrari has scored more than 2000 World Championship points. With the advent Formula One in India, Shell Helix sees an opportunity in sharing its decades of rich F1 history and experience with F1 fans, enthusiasts and consumers in India.
Shell Helix has kicked off a 360 degree nationwide activation initiative which involves a range of consumer, dealer, mechanic and distributor engagement programs across various channels i.e. TV, print, digital platforms and mass media advertising to educate and excite Indians about hugely popular global sport.
The communication plan is phased out in different stages and communicate Shell Helix’s historic technical partnership with Ferrari, Shell Helix will be sharing ‘factoids’ across various media platforms during the first and second phases of the campaign. Also, Shell Helix will share never seen before behind-the-scenes footage straight from F1 tracks and Ferrari labs sharing in-depth details of technologies used during the races.
Shell Helix is engaging with consumers and partners through various consumer and trade promotions and experiential activations like cluster, workshop and mall activations in 14 cities across India to create hype and generate buzz about the race coming to India. Mall activations will give consumers an opportunity to experience the excitement through various Playstation based racing games. Further, in September, Shell Lubricants will host a photographic exhibition depicting its successful partnership with Ferrari over the past 6 decades. This photo-exhibition will showcase some of the rare archival images of this partnership on the Formula One race-tracks from across the world during the past 60 years.
