Shell Helix Champions Club – Abu Dhabi Activation

Client: Shell Helix

Abu Dhabi

The Shell Helix Champions Club, conceived and delivered by Pico EMEA, redefined what a premium incentive travel experience can be. Set against the electrifying backdrop of the Abu Dhabi Formula 1 Grand Prix in December 2024, this four-night, five-day programme brought Shell’s brand promise—Unleash the Power Within—vividly to life for 120 elite guests spanning over 20 markets.

Blending strategic insight, cultural immersion, and cutting-edge technology, the Champions Club operated across two tailored tracks: ‘Champions’, focused on deepening loyalty among business partners and distributors; and ‘KOLs’, crafted to amplify brand awareness through social storytelling. The agenda included five flagship events, an exclusive Ferrari World takeover, and an unforgettable Recognition Dinner featuring Scuderia Ferrari’s Charles Leclerc and Carlos Sainz Jr.

Every touchpoint, from immersive gamification and personalised AI avatars to desert safaris and dynamic digital content, served to reinforce Shell Helix’s narrative of power and transformation. Seamless online-to-offline integration extended engagement well beyond the physical event, generating measurable uplifts in sentiment, loyalty, and reach.

Navigating the operational complexities of F1 week, the team delivered an exceptional guest experience with zero HSSE incidents, $250K in logistical savings, and an overall satisfaction score of 4.55. Shell’s new product claims were brought to market with clarity, resonance, and emotional impact, as evidenced by a 4.53 relevance score for the business session.

This was more than an event—it was a live, global manifestation of Shell’s innovation ethos, expertly choreographed to forge lasting emotional and commercial impact. Through bold creativity, agile execution, and sustainable production, the Shell Helix Champions Club set a new benchmark in incentive travel and experiential brand engagement.