Objective

Automobili Lamborghini’s “The Epic Road Trip” was an 8-month NFT driven journey that gave Lamborghini fans the opportunity to collect a series of digital collectibles inspired by Lamborghini’s timeless heritage, as the legacy automotive leader celebrated their 60th anniversary and entered its hybrid era.

Objectives:

• Drive customer acquisition by attracting the new and younger generation of tech natives into Lamborghini’s community
• Drive brand innovation by reinforcing Lamborghini’s unconventional approach and unwavering commitment to innovation, customer engagement and brand loyalty.
• Create brand awareness by differentiating and positioning Lamborghini in the competitive automotive industry with highly visible and impact PR and Marketing strategies

The primary target audience was younger and  tech savvy enthusiasts, in order to onboard them into the world of Automobili Lamborghini - a global legacy brand. The primary question we asked was ‘How does a luxury brand appeal to a younger and more tech savvy audience in a way that’s just as exclusive as their cars?”

The campaign was also ideated to reach original Lamborghini loyalists - as the project invited fans of the past, present, and future to collaboratively celebrate Automobili’s 60th anniversary.

Strategy

This event was chosen to address the marketing challenge of finding a way for a heritage brand to adopt a younger-tech audience, and crypto natives into the world of Automobili Lamborghini.

There was also a strong go-to-market strategy:

1. Innovation - Applying Web3 technology to tokenize the experience and engage a younger target market audience through a gamified and transparent manner
2. Emotional Connection - Digital collection that celebrates a different Lamborghini model each month, for eight months. NFTs have been specifically designed to highlight each car model's features, distinct identity,and style in various settings & aesthetics.
3. Community engagement & loyalty  - Building, engaging & retaining new communities through interactive digital polls, exclusive AMA sessions with top management, IRL Sant’Agata HQ VIP Tour, preview of new Lamborghini car models, token-gated Discord channels, and more.
4. Co-creation of strategy - Ongoing feedback and advice from the Lamborghini marketplace database, social channels and Discord for quick pivots in the pricing and utility strategies.
5. Gamification - iImplementing a long-form gamified campaign that incentivises fans and collectors to complete a reward-driven puzzle that will unlock exclusive value for loyal supporters in the long run.
6. Authentic Brand Storytelling - Celebrating Lamborghini’s 60th Anniversary by showcasing past Lamborghini car models, leading up to their new era of electrification; immortalising their first-ever plug-in hybrid V12 High Performance Electrified Vehicle (HPEV).
7. Discord community - Creation of Discord channels to promote exclusivity, interactivity and brand

The creative thinking was centered around Lamborghini’s 60th anniversary in which there would be at the end of the road trip a mystery reveal of their new revuelto model. To get to this ultimate reveal however, the 8-month execution had to retain retention - this is where an 8-month unparalleled curated journey was then ideated to give fans an opportunity to collect a series of digital collectibles inspired by Lamborghini’s timeless heritage, as the legacy brand entered its hybrid era.

From the cherry-blossomed paths of Sakura, to roads much less travelled, each month, four unique NFTs were released to celebrate the journey centered around a specific Lamborghini model. Prizes for the fans who followed the adventure included early access to rare gold drops, commemorative air dropped NFT wallpapers, a Centro Style sketch by Lamborghini’s Head of Design Mitja Borkert, and even an opportunity to to attend a VIP tour of the Lamborghini Sant’Agata Bolognese Headquarters, showcasing how INVNT.ATOM also adopted elements of the physical world to create a hybrid Web3 journey for the world to experience.

The 8-month campaign were NFTs themed around Lamborghini's heritage, and leveraging Ethereum. The strategy, informed by market research and previous campaigns, included tiered prizes and unique utilities. Aimed at broadening Lamborghini's accessibility, the NFTs allowed global participation in the brand's experience, fostering a community through Web3. PR efforts encompassed media releases, paid media, AMAs, and podcasts. Participants enjoyed unique experiences, including a visit to Lamborghini headquarters. The campaign culminated with a 60th-anniversary digital collectible, uniting new and longtime fans in a global celebration facilitated by Web3's community-building power.

Results

• The Epic Road Trip was covered by over 1.2K global editorial placements such as Jing Daily, Coin Telegraph, NFT Culture, Yahoo Finance, and many more, amassing a total advertising value of $12.2M USD.
• Overall the campaign delivered 10.5x campaign ROI for Lamborghini
• 825K social media impressions
• 1.12M Gross Merchandise Value
• 10.5 x campaign ROI
• 7.7K new users on Lamborghini’s Discord channel
• Overall, The Epic Road Trip developed innovative engagement platforms that deepened Lamborghini's relationship with customers and fans, capturing the essence of what it means to be a member of the Lamborghini community.

Media