The launch of a new legend - the Ferrari California.

Responsible for the first ever launch of a Ferrari online. With a 3 month lead time to the configurators launch we created a series of teasers. Each one revealing a sneak peak at the forthcoming car based around the emotion of Ferarri.

Understanding the behaviours of a Ferrari customer to allow them to remain engaged from the day they put a deposit down to the delivery of their car was key. This 12 month wait needed filling and by releasing new features and content within the digital environment as well as creating a customers personalised garage we were able to extend the purchase journey over the course of a year - allowing for continuous upgrade options and an increase in ticket value over this time.

This phased approach resulted in a reduction in Ferrari’s biggest concern - order cancellations - as different models or competitor cars were launched, as well as keeping the general public’s interest piqued over time.