From the moment the world first saw the 350 GT at the Geneva Auto Show in 1964 to the introduction of the all-electric Lanzador concept at this year’s Monterey Car Week, the Lamborghini brand has been defined by the vehicle experience.
For eight months, Lamborghini America put its experiential marketing account up for review, looking for an agency that could capture the brand’s energy and culture as it neared the milestone 60th anniversary. After paring the field down to three agencies, it accepted a bid from BMF—an integrated strategic, creative and public relations firm that’s partnered with Gucci, Savage X Fenty, Visa and Madonna on experiential campaigns.
Lamborghini America awarded BMF a four-year deal, but ushered it into the spotlight quickly when floods in Italy’s Emilia-Romagna region forced Lamborghini to cancel its 60th anniversary celebration. Instead, BMF-led events at Monterey Car Week in August took on added importance, with Lamborghini unveiling the Lanzador, displaying its heritage vehicles at the Pebble Beach Concours d’Elegance and having a designer show visitors the custom leather and stitching possible in the interior of a Lamborghini vehicle.
“That’s the point of experiential,” said BMF CEO Bruce Starr. “How do we get people to feel the product, touch the product, design the product? Those are the touch points that really get the customer and the dealerships very excited.”