Ferrari had ambitious goals for the launch of their redesigned California. As the previous model launched to lukewarm reviews, we needed to make a splash and encourage new prospects to take a fresh look at the brand. We did this by scripting immersive launch events in iconic architectural spaces, showcasing pillars of design, innovation and performance. Social activations encouraged attendees to express and share their love of the marque and immersive videos and interactive sound domes brought the unique soundtrack, heritage and emotional expression of Ferrari to life. With over 2500 launch event attendees the campaign was able to garner over 900 quali ed leads for personalized test drives and surpass sales targets in North America.