Ferrari approached 160over90, looking for a better way to tell its uber-exclusive story. And it wanted a new voice with which to tell it.
Enzo Ferrari once said, “Everyone dreams of driving a Ferrari; it was my intent from the start.” This may explain the two-year waitlist for every single model built in the Maranello factory. A very limited supply and an almost unlimited demand creates a challenge to identify additional revenue opportunities among its customers — one of the most affluent demographics in the country — and through its legendary motorsports programs.
We began by creating a beautiful custom typeface inspired by the highly stylized lines of the breathtaking automotive masterpieces themselves. We studied the 458 Italia, the F12 Berlinetta and the million dollar Enzo model, and crafted a limited edition font that became the vehicle in which we drove our narrative.
We told the Ferrari story through a suite of communications materials sent to Ferrari owners and dealers to promote Corso Pilota, Ferrari’s exclusive precision driving academy. We created custom badges for each level of the program to offer a premium identification system for drivers, instructors and staff. For participants, we created personalized welcome kits, a website housing in-car session videos and photographs, and a departing diploma gift.
In addition, we developed a video series to generate excitement and fervor around the Ferrari Challenge North America, the most popular one-make racing series showcasing the thrilling 458 Challenge EVO. We created custom illustrated medallions for each racetrack on the schedule.
Every session of Corso Pilota sold out at all three venues: Circuit Mont-Tremblant, Quebec; Circuit of the Americas, Austin, Texas; and Corso Pilota On Ice, Circuit Steamboat Springs, Colorado. Our work not only helped Ferrari secure top-flight sponsors for the race but created unrivaled demand among drivers who have already committed to participate again next year. Most importantly, we were able to get under the hood and leave our mark on the most powerful brand in the world.