Our “12 second Strip” concept used digital outdoor media to direct participants to 12secondstrip.co.uk, where they could upload a video of their strip to YouTube, the best entry winning a WIND ROADSTER. The heart of the Strip promotion is a race to remove clothing within the 12 seconds within which the WIND ROADSTER roof retracts. In itself this showcases the nature of the car (coupe-cabriolet roadster), the almost unique nature of the folding mechanism (it’s unique to WIND ROADSTER and the Ferrari California!) and the speed at which the car can be converted from coupe to cabriolet. Additionally it highlights the daring, liberated persona of the car and its would-be drivers. The strip from winter to summer clothing indicated “readiness for summer”, the most important purchasing period for cars of this type.

Clients in the UK and in France loved the idea. They recognised that the small sales target (2000 units) and low communications budget wouldn’t have achieved the impact this activation did. While hard results were sought it was also clear that this approach would have a more positive dealer and PR effect than a small scale campaign in traditional media. So far 12,500 microsite visitors have produced 1,300 conversions through to product page. 200 were interested in a brochure and 176 a test drive. These response ratios are considered successful and the campaign is likely to be re-activated in 2011.