We took our brief seriously and went out of our way to bring to life a never-before-seen experience - we created the sixth sense for our guests – the new love of their lives – The Ferrari California.

We converted the Castle Kyalami into a Ferrari Scuderia and divided the venue into 5 sense zones:

1. Smell zone - here guests were introduced to the distinctive, earthy smell of leather by way of an aroma releasing machine,
2. in the Touch zone guests could experience various types of leather, car seats & carbon fibre power steering wheel,
3. the Sound Zone equipped with headsets, enabled guests to hear the 5 different sounds of the Ferrari California,
4. in the Sight zone guests could see what their car would look like customised with various colours and different leathers,
5. the Taste zone served guests unique food bites accompanied by a different cocktail every hour.

Once the guests had experienced the 5 different sense zones – the 6th sense was created… The love for Ferrari.

The sensory stimulation along with the unusual and innovative selection of food and a steady stream of entertainment provided by DJ Lady Lea, merged seamlessly to create an interactive experience that enabled guests to imagine their new lives as drivers of a luxury Ferrari California.

ROI
4 Ferraris were sold on the night of the event, demonstrating that our strategic input and delivery generated immediate impact and results.