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Shell launches LEGO promotion with Ferrari

by Niharika Ghorpade Posted on 14 Mar 2013 116 Views

Ferrari team drivers Fernando Alonso and Felipe Massa unveiled a life-size Lego brick model of the Ferrari F1 car at a promotion event by Shell Australia

Fernando Alonso and Felipe Massa unveil the Lego Ferrari 150 Italia

Ferrari drivers Fernando Alonso and Felipe Massa unveiled a lifesize Lego brick model of the Ferrari Formula 1 car in Melbourne on March 14, 2013. The car was made for a promotion by Shell Australia in tie-up with Lego Group and is the world’s first life-size Ferrari F1 car model.

A team of experts built up a 1:1 scale model of the Ferrari 150° Italia, the car with which the Maranello squad competed in the 2011 Formula 1 World Championship. Taking 18 months to design, the model 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 bricks.

“The life-size LEGO Formula One car is travelling around the world supporting an exciting offer from three significant global brands’, said Jane Morwick, Shell Retail Business Manager.

Lego brick life-size Ferrari 150 Italia model

The offer includes six exclusive Ferrari model LEGO cars based on some of the most iconic vehicles in Ferrari’s motoring history: the Ferrari 150° Italia, the Ferrari 250 GT Berlinetta Passo Corto, the Ferrari F40, the Ferrari FXX, the Ferrari 458 Italia and a Scuderia Ferrari Truck which will be available to customers from March 18 at Shell petrol stations across Australia.

Jane Morwick said, “This campaign represents the joint passion for performance that Shell shares with Ferrari, whilst incorporating the fun and imaginative nature of LEGO. Whether our customers are fans of Ferrari, motorsport or LEGO bricks, we think these toys will provide an exciting opportunity for them.”

At the event the Ferrari drivers Alonso and Massa also raced limited edition Ferrari model LEGO cars with pull-back motors along with the young fans.