Ferrari Roma

Virtual Global Experience: Launching & Test Driving the Ferrari Roma in VR

BACKGROUND

Amidst the COVID-19 lockdown, Ferrari provided their VIP customers with an unforgettable remote experience, showcasing the new Ferrari Roma model. We crafted a unique virtual reality and sensorial experience for Ferrari, tailored to their new vehicle launch plans.

Metrics

2 cars sold in the first week
7 regions released
The initial creative was so well received , the VR experience – which originated in Singapore – expanded to seven countries across the globe, and there are now plans to take it completely global.

Opportunity

Ferrari aimed to immerse customers in the Roma experience, connecting them with the new model and providing an opportunity to virtually test drive the Roma, ultimately encouraging potential buyers. Our innovative approach noonly addressed the challenges posed by the pandemic but also provided an engaging and enticing way for potential buyers to connect with the new Roma model. Leveraging VR technology, Ferrari transformed empty city streets into virtual test tracks, allowing customers to explore the Roma’s features remotely.

Solution

We turned the empty streets of iconic cities around the world into a test drive track through an invite-only interactive virtual reality drive.

The immersive experience covered iconic locations such as Tokyo, Singapore, Sydney, Kuala Lumpur, and more. The virtual tour concluded at a Ferrari showroom, extending an invitation for customers to book a Covid-safe, in-person test drive.

Global Virtual Experience

VIP customers were invited to FerrarI showrooms in Singapore, Japan, Australia, South Korea, Malaysia,The Middle East, and The Philippines to experience the virtual reality drive, and in some cases the physical car too.

As they donned their headsets, customers were transported to the iconic Spanish Steps in Rome to watch the Roma brand film, followed by an official address from Ferrari’s President.

Test Drive

Customers took a virtual test drive in the Roma. They passed the key landmarks of their local city, from the Singapore National Museum to the Sydney Opera House, before arriving at the Ferrari dealership, where the brand’s President closed out the experience.

They were then invited to explore the exterior and interior features of the vehicle from different angles. As the hovered over a particular feature, it appeared up coles and a description of its technical specifications came into view.

Ferrari Roma