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Shell Ferrari F1 Drivers Media Event

Playing to win

Shell Ferrari F1 Drivers Media Event

Boys and their toys

Shell Ferrari F1 Drivers Media Event

Off and racing!

Shell Ferrari F1 Drivers Media Event

A huge press turnout

Shell Ferrari F1 Drivers Media Event

This was our 7th year running managing this event.  This year was a little different with the inclusion of a third big brand.  Lego partnered with Shell and Ferrari in support of a retail promotion whereby customers could access exclusive Ferrari Lego models from Shell petrol stations.

The spotlight was on the world’s first life sized Ferrari F1 car model, which was unveiled by Ferrari F1 drivers Fernando Alonso and Felipe Massa.  It took 18 months to design and features real Pirelli race tyres, a seat big enough to accommodate a driver and an exact replica of the steering wheel made out of Lego.

The event was hugely successful with an enormous amount of media coverage generated.  We were commended for our execution and delivery as well as our approach to safety.  Clearly forgot our humble pants today but it’s tough when an event goes this darn well.  Here's an extract of an email of thanks we received from a marketing heavyweight at Shell:

Just a short note to say well done on a fantastic event today.  The format, execution and delivery were excellent…..I think having the kids &  minifigs there to go with the F1 car and drivers was a very impactful combination and great testament to the power of: an amazing global promo (Lego); deep partnership between Shell & Ferrari; very professional local delivery team all working very closely with the Global marketing specialists.   Everyone was incredibly complimentary about how professional and organised the team here is in terms of marketing as well as approach to safety which is brilliant feedback to receive, so congratulations.


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