Ferrari

A year long series of events and experiences to generate leads for the California T in Ferrari’s first ever car campaign.

ROLE
Creative Director
AGENCY
SapientNitro
CATEGORY
Campaign & Experiential
SECTOR
Automotive

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.

Campaign website.


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FROM THE SHOOT

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A one off event in Los Angeles

Leads from the micro-site were invited to an exclusive preview event at the Disney Music Hall in LA.

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©2020 KIERON LEPPARD
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