Challenge

Shell and Ferrari’s relationship is almost unique. Working together first in the 1950s, the two brands epitomise the enviable challenges faced by ubiquitous partnerships - namely, how to keep re-inventing the story.

Especially challenging when the story was one of contract renewal.

Again.

Solution

Crunch worked closely with Ferrari and Shell to establish a comprehensive positioning document, outlining positive stories and examples of where the partners could comprehensively prove their fellowship and synergies.

Having identified and trained key spokespeople, Crunch strategically engaged with top-tier international outlets and key market media with the greatest reach or influence with an especially-convened photocall at Monza, one of the tracks at which it all began.

Almost instantly, Crunch was able to secure significant media coverage within the F1 Paddock media and beyond - using a combination of Ferrari endorsements and appearances, and supported by the strength of the technical story.