B2C | Roadshow
Ferrari Show Car SF-24

BRIEF
UniCredit, Premium Partner of Scuderia Ferrari for the Imola and Monza Grand Prix races, asked to bring the partnership into the cities, engaging fans well beyond the circuit gates.

DELIVERY
UniCredit branches became attractions during race weekends. In Imola, they hosted an exhibition of historic model cars and a slot car track in the city center. In Monza, the official Formula 1 simulator was consistently sold out, while the SF-24 Show Car took center stage in Piazza Roma. Overall, the two events welcomed 580,000 people: Monza set a national attendance record with 369,000 spectators, becoming the most-attended sporting event in Italian history.