Lamborghini celebrated its heritage and future by creating an immortal car
The campaign won in the Metaverse category at The Drum Awards for Marketing APAC 2023.
The NFT was auctioned alongside the last production Aventador LP 780-4 Ultimae Coupé / Invnt Group
Lamborghini is set to electrify its complete line by 2024. As part of that move, the car company is seeking to celebrate the end of one era and the beginning of another by creating an immortal celebration of its iconic automobiles.
As web3 has continued to mature, the opportunity to recreate real-world items in digital form has become ever more possible, presenting Lamborghini with new channels to celebrate.
It turned to Invnt Group to create a celebratory experience, with the aim of reaching a new audience of supercar enthusiasts, digital investors and tech enthusiasts.
Invnt Group collaborated with contemporary artist Krista Kim, who created the visual artwork for a 1:1 NFT based upon the Aventador LP 780-4 Ultimae Coupé, the last produced model of which was auctioned off alongside the token. NFT artist Steve Aoki consulted on the design of the NFT and physical car and provided a custom-developed soundtrack to help promote the campaign. The NFT is tied directly to the car, meaning that if one is sold the other is too.
The launch of the campaign was teased through specially created and disseminated video content, before the launch was announced on several platforms, including the auction house lot page, Twitter Chats and seeding an existing email database that was delivered to the Lamborghini and Sotheby’s community.
The NFT was finally released with the auction going live on Tuesday, April 19, 2022, with the auction running for 48 hours to build hype and maximize the best price possible.
The drop of the NFT led to a final auction price of $1.6m, placing the purchase in the top 10 Lamborghinis ever sold by price. Through public relations and social and influencer partnerships, the campaign reached a global audience of over 500 million, with 300+ global editorial placements and 4.65m social impressions across a variety of platforms.
Importantly for Lamborghini, the campaign achieved significant global reach across the key markets of the USA, Canada, China, Hong Kong, Korea and European countries, educating the target audience about the campaign and Lamborghini’s ongoing electrification. The campaign achieved an advertising equivalent of $5.18m.
Perhaps most importantly for Lamborghini, the campaign cemented its reputation as a pioneer in the web3 age and achieved its aim of creating a car that is immortal.