On December 4th 2017, Lamborghini unveiled the Urus – the world’s first ever Super Sport Utility Vehicle at its Sant’ Agata Bolognese site in northern Italy, under the tagline #SINCEWEMADEITPOSSIBLE.

Challenge

Joining a competitive luxury SUV segment, it was important for Lamborghini to maximise media coverage, including TV interview opportunities for Chairman & CEO Stefano Domenicali.

Solution

Tapping into our experienced tech, production and media teams:

  • We captured b-roll and soundbites and created video packages for news purposes as well as social media including beauty shots, media factory tour and highlights of the event
  • We promoted and distributed all content to journalists and influencers using our global content hub, thenewsmarket.com, reaching 36,000+ media outlets in 190 countries
  • We scheduled live and pre-recorded interviews with national and international news outlets including Bloomberg, Channel News Asia, Sky News, Reuters, CNBC, AFP, and ANSA
  • We designed and built a beautiful showcase page for the URUS on Lamborghini’s online Media Center, which saw a x15 increase in traffic during the launch

URUS Showcase Page

Outcome

Despite the challenge of a full-on global news agenda prior and on the day of the launch – including the engagement of Britain’s Prince Harry and US actress Meghan Markle, the recognition of Jerusalem as Israel’s capital by Donald Trump, and the report that the UK and the EU failed to strike a milestone Brexit talks deal – this was not to deter our talented media team.

Over the course of the campaign, we produced 500+ mins of video content, delivered 36,200+ media assets to news desks around the world, received 15x our regular traffic on the Lamborghini Media Center, and secured media interviews with tier-1 news outlets in Europe, US, Middle-East and Asia – resulting in extensive TV and online coverage for Lamborghini’s new URUS.

This is what #SINCEWEMADEITPOSSIBLE means to us!

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