2014 was a watershed year for Ferrari. Their 60th anniversary in North America dovetailed with the release of their latest incarnation of the iconic Ferrari California. The redesigned California T is the first turbo Ferrari since the legendary F40.
Ferrari North America had ambitious sales goals for the 2015 California T in the North American market and tasked us to do something they’d never really done before: Create a comprehensive digital and experiential campaign with a goal of driving new prospects to the brand. To add to the challenge, Ferrari won’t do traditional advertising.
Our solution was to position the California T as a work of art, showcasing pillars of design, innovation and performance within the overall organizing idea, “State of the Art.”
The campaign encompassed all marketing efforts; from digital touch points and event experiences, to test drives and dealer marketing. We needed to create an engaging story that prompted prospects to take a fresh look at Ferrari and the California T—a story that made the emotional side of Ferrari as compelling as its specs and horsepower figures.
We’re excited to report that the campaign garnered 48 million impressions, generating leads that enabled Ferrari North America to meet ambitious sales targets and lead the way in global sales.
“…The most exciting California we’ve seen”
"I'm not sure where exactly the line between art and commercial is, but…it'll be hard to top the beauty of this one."
"The result is a mesmerizing video that is difficult to pull yourself away from."
Maranello are doing to promote their newest model, but we have to admit we like their originality. They’ve even built a website just for that, in which “Fabian’s journey and his search for inspiration” is followed. Upcoming videos will feature interviews with industry leaders discussing Ferrari and the Art of Innovation."