The objective of this branded series effort was to not only highlight the winning spirit that drives both HARMAN Automotive together with Scuderia Ferrari to be the best in their respective fields but also to drive awareness of HARMAN’s award-winning Ready products that continue to revolutionize the automotive user experience on the road and in-cabin. To do this, the team at HARMAN worked with its partner Scuderia Ferrari to produce an engaging branded video content series that would reach automotive enthusiasts and fans of the sport across the world. “The Ride of Your Life” video series was designed to include seven distinct episodes that tell the story of the partnership between the two brands. The series can be watched in order, or each episode can be viewed individually. The campaign also included a Ready Product component which focused solely on the HARMAN Ready Products.
The goals of the campaign were:
We partnered with Scuderia Ferrari to bring an exciting story to life. We started by coordinating with Ferrari to create compelling interviews and storytelling with top executives and leaders from both HARMAN and Scuderia Ferrari. We had the opportunity to interview Ferrari Team Principal Frédéric Vasseur and Official Driver Charles Leclerc, who shared insights on how Ferrari uses technology, data, expert design, intelligence, teamwork and determination to be the best in the sport.
We then interviewed HARMAN executives about how these same principles apply to HARMAN's pursuit of automotive excellence, equating to how HARMAN also uses technology, data, expert design, intelligence, teamwork and determination to produce the best automotive cockpit technology available on the market. We integrated impressive imagery and B-roll to show the power and intensity of Scuderia Ferrari’s SF-23 car - which was sure to capture the attention of viewers - while also showcasing the beauty of HARMAN’s Ready products up close.
The result was a behind-the-scenes look at the world of HARMAN Automotive together with Scuderia Ferrari in a teaser video and seven compelling episodes that were translated to Simplified Chinese, Korean and Japanese.
Our team’s efforts to promote “The Ride of Your Life" series were perfectly executed, meeting our objectives and exceeding expectations. We utilized a variety of channels to promote the campaign, including paid media through The Athletic, Cast Iron and Spotter (YouTube), as well as via organic posts on our HARMAN Automotive LinkedIn and Instagram channels. To further promote the campaign, we created an eBook and launched a targeted email nurture campaign that reached more than 7,000 industry contacts. Scuderia Ferrari also helped promote the campaign by featuring the video series on their Instagram channel as well as on their signature mobile app, downloaded by Formula 1 racing fans all around the globe.
Our objectives for the campaign were to drive awareness and interest, and the numbers speak for themselves. We achieved well beyond our set goals in total impressions and engagements across all platforms. The campaign also helped to achieve a dramatic increase in brand lift, according to a Kantar Research study, among our target audience and among senior-level execs. We also saw significant engagement on social media surrounding the series, and our eBook goal of 150 downloads was surpassed. Last, we generated new users in the tens of thousands for car.harman.com (to promote research intent).
“The Ride of Your Life" campaign was not only successful internally but also received industry recognition, including two gold MarCom awards and Platinum and Gold Viddy Awards.
