Communicating The Ferrari Lifestyle at the Ferrari Lounge

Gambit Communications & Ferrari Middle East

In Ramadan 2021, Ferrari Middle East built the Ferrari Lounge, a lifestyle activation at the foot of the Burj Khalifa, to connect with customers and showcase the ‘Ferrari Lifestyle’. Gambit were tasked with creating a halo effect around the Ferrari ownership experience and drive prospecting.

As there was no news to communicate, we used an integrated campaign of public relations, social media, and a major influencer engagement to continuously showcase the Ferrari lifestyle over the course of the month, generating word-of-mouth and maximizing desirability.

Our influencer engagement in one night, organically and unpaid achieved 5.3 million reach, 1.6 million views, 150 x IG Stories, 12 x Instagram posts, 180,000 likes and 1,700 comments. The buzz generated around the lounge made customers even more curious to attend, with a 22% over target customer and guest attendance and 24% over target new leads generated.