With supercar sales down in both China and the EU Ferrari North America was challenged to close the gap in global sales. Ferrari had never run a campaign for a car launch before and asked SapientRazorfish to lead an end-to-end integrated campaign to drive sales.
Ferrari does not advertise, so a different tactic was needed to attract a new generation of prospective owners to their entry level model.
Through customer research two pillars: art and business were identified as areas of interest to our target segment.
We came up with ‘State of the Art’ a year long series of activations that positioned the California-T as a work of art.
The campaign exceeded all lead generation targets and the car went on to exceed all sales targets in the US.
The performance art piece appeared as the #1 post on Behance.