The Idea : VIRTUALLY YOURS ROMA - THE MOST DESIRABLE DRIVE YOU NEVER TOOK

Challenge : How do you sell a new Ferrari when the world is in total lockdown?

The Problem: During COVID, the luxury automotive market stalled overnight. Showrooms were closed. Test drives disappeared. And without the physical experience of the car, even the world’s most desirable brands faced a new reality: if no one could visit, no one could buy.

The Approach: We needed to create desire at a distance.
So rather than simply present the Ferrari Roma, we brought its spirit directly into the homes of VIP customers.

Inspired by the Roma’s heritage, elegance and romance, we created a deeply personal, sensorial experience designed to make customers feel something before they ever sat behind the wheel.

Each guest received a beautifully curated Ferrari suitcase delivered to their doorstep. Inside: a bottle of Italian wine, a handwritten letter from the CEO, and access to an immersive digital journey that allowed them to drive the Roma across some of the world’s most exclusive roads and tracks via Google Maps.

The Idea: You don’t just drive a new Roma. You fall in love with it.

RESULTS: Four new Ferrari Romas were purchased without the buyers ever physically driving the car.

A world first for Ferrari.
Achieved in the middle of global lockdown.

The experience was rolled out across eleven other sales regions over the next 12 months.