The Rolex24, an annual race at Daytona, is the first and most important GT auto race of the season. In past years for event communications, Ferrari focused on social updates during the competition. This year, the task was to sell out seats for its hospitality tent and prove its leadership among manufacturing competitors, like Audi, Ford, and McLaren.

To satisfy rabid Ferrari enthusiasts, we developed a holistic campaign that celebrated Ferrari “Firsts” – a nod to the race’s competitive spirit and the many “first” facts surrounding the brand at the Rolex24. These included: the First time the Ferrari 488 GT raced in North America, the First female Ferrari driver at the Rolex 24 and the The Ferrari Hospitality Tent located at the First turn of the course.

The campaign was comprised of multiple activations at various touch points, including original illustrations for social & digital efforts, a ticket giveaway UGC contest, a custom Instagram grid, and a socially-driven interactive wall at the hospitality tent.

The fans loved the initiatives, exceeding engagement benchmarks. And the campaign succeeded in selling out tickets within a week of its launch.

Client: Ferrari
ROLE: Creative Director, Designer