The best activation that never happened

Based on last year’s success, Ferrari reengaged Bastion EBA to create ‘The Ferrari Red Lounge’ for the 2020 Australian Grand Prix (AGP). This event has become a pinnacle event in the Australian sports calendar and provides the perfect opportunity for high-end networking between Ferrari and existing or potential customers and consumers.  Our aim was to…

Based on last year’s success, Ferrari reengaged Bastion EBA to create ‘The Ferrari Red Lounge’ for the 2020 Australian Grand Prix (AGP). This event has become a pinnacle event in the Australian sports calendar and provides the perfect opportunity for high-end networking between Ferrari and existing or potential customers and consumers. 

Our aim was to design and build a multi-purposed space to cater for a range of activities and create an area for both Ferrari consumers and customers to interact with the newly released Ferrari models – SF90 and F8 Spider. The overall aesthetics was based on the Italian Amalfi Coast to bring this glamorous lifestyle to the Melbourne AGP.

Due to Covid-19 and the cancellation of the AGP, the activation was only open for one day. However, the Ferrari Red Lounge was lined up to be bigger than ever and set a new benchmark; from the size and scale of the activation through to the daily activities. Here is an overview of what was to be a sensational event across the four days; bespoke Italian menu, live sax and DJ performance during Aperitivo hour,  Hublot and Metrix Insurance partnership areas, champagne tasting hosted by Charles Heidsieck and the VIP lunch experiences.

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Bastion is a truly integrated, full-service marketing and communications agency founded in 2009. We are Australia’s largest independent agency, with an ambition to achieve the same feat in the USA.

We offer a wide breadth of specialist capabilities across the communications spectrum including market research, brand and creative, advertising, corporate and change communications, PR and social media, digital and customer experience (CX), sponsorship and experiential, film and content production, merchandise, Asia marketing and communications, data analytics and panel management. 

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