Shell Ferrari F1 Media Events

The Client

Shell and Ferrari


2007 – 2015

The Project

Cuckoo Creative has been given the honour of working with the Ferrari F1 racing team and their technology partner Shell to promote their partnership in the lead up to the Australian Formula One Grand Prix. Over the past eight years we have conceptualised, project managed and delivered these important events. It not only creates fantastic global publicity opportunities for all brands involved, but builds excitement prior to the race and often allows fans and media to gain a close-up experience with some of the best in the world, right in the heart of Melbourne. We are responsible for creating each years’ theme for the event. Past themes have included:
  • Drivers making coffee at Brunetti’s
  • Drivers riding Colnago bicycles which powered Carerra slot cars around a replica model Albert Park race track.
  • A partnership with Lego to unveil a life sized replica of a Ferrari racing car in support of a retail promotion whereby customers could purchase Ferrari Lego models from Shell petrol stations.
Cuckoo Creative produce and orchestrate each event, end-to-end. In shining examples of collaboration, our team work with key client stakeholders from around the world. We focus on strict planning and adhering to best-practice event management. We ensure that client and public safety take the utmost priority and risk management plans are put into place and associated procedures are understood and adhered to at all times.

The Interesting Bit

Working with such a broad range of stakeholders makes this project one of the most popular projects of the year. Everyone here at Cuckoo Creative just about trips over themselves to get on this gig! Besides the racing stars and celebrities, the Shell Ferrari F1 Drivers Media Events give us the opportunity to work with top-notch restaurants, luxury car retailers and government stakeholders like the City of Melbourne. This allows us to learn from a vast array of industry sectors, feeding our team’s continual professional and operational development.

The Results

Cuckoo Creative has produced this event for the past nine years and counting. Surely there is no bigger compliment than repeat business like this from two of the world’s biggest brands. 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.