EssilorLuxottica celebrates Ferrari’s 75th anniversary with Ray-Ban pop-up campaign

EssilorLuxottica marks the Ferrari brand’s 75th anniversary with a Formula 1-themed pop-up campaign in Italy

ITALY. EssilorLuxottica teamed up recently with Dufry to launch a series of high-profile Ray-Ban for Scuderia Ferrari promotions to celebrate the luxury car brand’s 75th anniversary. The animations ran at Milano Malpensa, Linate and Bergamo airports in Italy and leveraged the buzz surrounding the Formula 1 Monza Grand Prix on 11 September.

The interactive animations highlighted the Ray-Ban for Scuderia Ferrari eyewear line with a special focus on the limited-edition Scuderia Ferrari 75th anniversary Wayfarer style.

The 360-degree pop-up campaign was aligned with Dufry’s Emotion+ digital strategy that combines online and offline initiatives.

An interactive racing simulator was one of the key attractions in the Milano Malpensa pop-up
(Left) The limited-edition Ray-Ban for Ferrari Scuderia sunglasses at Milan Linate and (right) Milan Bergamo airports
With ‘Giallo Modena’ design details, the limited-edition sunglasses make a great collectible for Ferrari fans

The omnichannel campaign notably featured an F1 racing simulator at Malpensa Airport Terminal 1 and a dedicated online page on Dufry’s Reserve & Collect Site. The online activities built awareness for the campaign, boosted pre-sales and incorporated both paid and organic social media content. It also included display media promotions on various external channels that are linked to travelling.

The limited-edition Wayfarer by Ray-Ban for Scuderia Ferrari was the star of the pop-ups. The ultra-lightweight design mimics the bodywork of Ferrari’s Formula 1 racing cars. It is made with carbon fibre and features yellow ‘Giallo Modena’ details. Giallo Modena is a specific shade of yellow used in Ferrari cars.

The Scuderia Ferrari Racing Shield features on both the lenses and the temples, making the pair an appropriate gift for racing fans. The sunglasses come in a leather case with a carbon fibre texture, a 75th anniversary limited edition certificate and premium box.

Dufry Global Luxury & Fashion Director Manuela Facheris commented, “It is one of our key ambitions to engage our customers with exciting activations which allow us to surprise them and create a sense of fun. Our Emotion+ marketing approach leverages Dufry’s digital and in-store assets to create a truly omnichannel customer’s journey.

“This ambition has been fully embraced by EssilorLuxottica through the joint implementation of the Ray-Ban for Scuderia Ferrari animation which was put in place in our stores in Milan Malpensa Terminal 1 to celebrate the Formula 1 Monza GP, as well as through a pop-up activation in Milan Linate and Bergamo. We are delighted with the strong interest the activation has created with both existing and new racing fans and customers.”

“With the excitement around Formula 1 continuing to grow, and the sport expanding into new territories every year, we are delighted to collaborate with Dufry to celebrate one of Formula 1’s most iconic teams,” commented EssilorLuxottica Global Travel Retail Director Alessio Crivelli. “Racing fans from all over the world descended on Italy last month for the Monza event and they were drawn in by the Ray-Ban for Scuderia Ferrari airport activations as well as the brand new limited edition wayfarers.”

Food & Beverage The Magazine eZine