Ready Set Go -

Home > We've Done > Ferrari Driver Appearance 2009


Please wait...

Ferrari Driver Appearance 2009

Ferrari Driver Appearance 2009

Ferrari Driver Appearance

Ferrari Driver Appearance 2009

Ferrari Driver Appearance 2009

Ferrari Driver Appearance 2009

Ferrari Driver Appearance 2009

Ferrari Driver Appearance 2009

Ferrari Driver Appearance 2009

Ferrari Driver Appearance 2009

Ferrari Driver Appearance 2009

Ferrari Driver Appearance 2009

Ferrari Driver Appearance 2009

Ferrari Driver Appearance 2009

Ferrari Driver Appearance 2009

The main challenge was to ensure that Shell’s message cut through the noise surrounding the Grand Prix, capturing the attention of both the public and the media.

On top of the primary challenge to develop a sure-fire communication strategy, the fact that the public was being targeted meant that the event needed to be held in the centre of Melbourne, where event spaces are overlayed with significant limitations.

After analysing the on- and off-track program of events, we determined that there was little to interest media on the initial morning of the Grand Prix, yet all the international media would be in Melbourne to cover the afternoon qualifiers.

As a result we designed an event that commenced with Kimi Räikkönen and Felipe Massa featuring in a motorcade that ran the length of Swanston St, accompanied by a number of Ferrari road cars and a Ferrari F1.

On arrival at City Square the drivers took the stage for a live question and answer session, positioned on a custom-built stage with significant Shell branding. The event was followed by formal one-on-one media interviews within the nearby Westin Hotel while the public were treated to a live set by music legend Jon Stevens.

The event was successful on a number of levels: the public was activated to the extent that we exceeded the capacity of City Square - the audience spilled onto Swanston St, which we had closed as a contingency; the media attention was significant locally, nationally and internationally; and Shell received a return on investment that outperformed their highest expectation.

 

Follow us...

Twitter

Like it? Share it!