How do you increase awareness around the capability of Lamborghini's vehicles in the Canadian winters?
Design a viral campaign.
There's a stigma around driving supercars, such as Lamborghinis, in the winter months of Canada. What many people don't know, however, is that Lamborghinis are all built on an All-Wheel-Drive (AWD) system, which makes them a safe and reliable option to drive all year round in Canada. So, how do you break this stigma and show people just how capable these machines are? Our solution was to design a viral campaign that showcases the Lamborghini Huracan taking on the Canadian snow. How did we do? Scroll down to find out.
A viral campaign.
Our Content Creation team came up with a series of photo and video content that showcased the Lamborghini Huracan taking on extreme winter weather. With this content in hand, our Analytics Team and Creative Advertising team designed a social media campaign that would utilize influencers and key platforms such as Instagram, Facebook, and Snapchat to spread our message to a wide audience effectively.
Several news outlets across Canada reported the story of the "Winter Lamborghini", which eventually lead to Snapchat featuring the story on their "Trending Stories" section. On Instagram, we were able to generate over 2,000,00 impressions using our network of influencers. Notable Instagram outlets such as "@supercars" shared our Ad Campaign to their following to further spread our message.
There was an enormously strong amount of support surrounding the idea of driving a Lamborghini in the winter, ultimately generating over 4,000, 000 impressions across the globe, which exceeded even our own expectations by over 50%.