Shell Joins Forces with LEGO Group for Ferrari Model Collectibles

Shell today announced the launch of a new promotion in collaboration with Ferrari and the LEGO Group. Indonesia is one of the few countries in the world to see the introduction of a range of limited edition, buildable, collectible Ferrari models made from LEGO bricks. The unique LEGO models are available for purchase exclusively at Shell stations with every 30/litre pump purchase.

The new Shell V-Power promotion introduces six exclusive Ferrari Model LEGO collectables that are based on some of the most iconic vehicles in Ferrari’s motoring history. This exciting collection brings together three of the most notable global brands in the world and celebrates over 60 years of a shared passion for performance between Shell and Ferrari.

Spanning decades of motoring heritage – covering truck, road and track vehicles – the models designed by the LEGO Group illustrate the innovative and passionate nature of the Shell Technical Partnership with Ferrari. “This campaign perfectly represents the joint passion for performance and innovation that Shell and Ferrari stand for whilst incorporating the fun and imaginative nature of LEGO products. Whether they are fans of Ferrari, motorsport, or LEGO, we think these toys will prove an exciting reward for our customers,” said Sammy de Guzman, General Manager Retail Shell Indonesia.

With a minimum fill-up of 30/litre pump of Shell V-Power/Diesel, customers will be able to purchase one of the six LEGO models at a price of IDR 40,000 with new models released every Monday starting from 7th October.

First in LEGO history

Featuring the smallest pull-back motor ever produced by the LEGO Group, the unique range represents the first time in the Danish toy company’s history that any vehicle of this size will have powered wheels. The limited edition Ferrari models are capable of performing a minimum of 300 pulls, propelling a 30g vehicle a minimum of 2 metres.

Shell and the LEGO Group worked together on the development of the mini-motor for over 18 months and it embodies the spirit of technological innovation and improved performance that is at the heart of Shell V-Power fuels. The ‘micro-propulsion’ motor is powerful enough to drive each pocket sized vehicle at high speed, making them ready to race wherever you are!

The Cars

Shell and the LEGO Group have created six of the most iconic and unique models associated with Ferrari. The models included in the promotion (from left to right in the photo below) are the Scuderia Ferrari Truck, the Ferrari F40, the Ferrari 150° Italia, the Ferrari 458 Italia, the Ferrari FXX and the Ferrari 250GT Berlinetta.

New models have been released this week, starting from 7th October, with exciting activities and opportunities in store.

All Shell, LEGO and Ferrari fans are invited to Kota Kasablanka Shopping Mall in Jakarta on October 25-27, 2013 to see a life-size LEGO brick model of the Ferrari Formula One car. Shell has prepared a lot of attractions including a contest to guess number of bricks used to build the car. Consumers can win a full set of six exclusive Ferrari Model LEGO collectables and FREE Shell V-Power fuel, only at Shell. “The life-size LEGO Formula One car is travelling around the world supporting an exciting offer from three significant global brands," said Sammy de Guzman, General Manager Retail Shell Indonesia.

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About Shell Retail Fuels

Everyday millions of drivers choose Shell at around 43,000 Shell-branded service stations in more than 80 countries.  From the fuels lab, to the racetrack, to the forecourt, we have a team of Shell Passionate Experts who continuously work to create some of the most advanced fuels in the world.

Media Contacts:

Shell Indonesia

Inggita Notosusanto, +6221 5794700, Inggita.Notosusanto@shell.com

Edelman Indonesia

Caroline Pangaribuan, +6221 72159000, Caroline.Pangaribuan@edelman.com