Scuderia Ferrari and Free Event together again in the presentation of the new SF-23.
For the first live launch after the pandemic, Scuderia Ferrari decided to make a big difference relying on its historic partner Free Event, to organise the first dynamic car launch in F1 history. An event designed at the same time for television, social media and for live audience viewing at the event in Fiorano.
For the occasion Free Event built a special grandstand along the circuit, which hosted over than 500 fans on the morning of February 14. Another 300 VIP guests followed live show from the Hospitality area set up for them.
The car launch took place like a multi-location presentation, with 3 announcers and as many media signals.
Zoran Filicic warmed up the fans in the stands, interviewing, together with the British presenter Immy Barclay – involved also in the launch of the Scuderia Ferrari APP – the drivers Charles Leclerc and Carlos Sainz, that after a first moment together with the fans joined Fred Vasseur and Marc Gené in the box area.
After a series of high-quality video contributions, made by FREE EVENT for Scuderia Ferrari, the new SF-23 took to the track, surprising everyone present, for two laps of fire that opened the racing season.
The mass live choreographies created specifically for the show were of great impact, with the audience starring in a series of dedicated moments and designs that can be created with props and scarves.
The car launch was seen by over 1.5 million users only on social media, and live broadcast from Sky Italia and DAZN Spain, with filming and relaunches in all major countries of the world.
In total, the event recorded over 28 million impression, ranking as the most successful launch in Scuderia history and the best launch of the season according to the-race.com.
For Scuderia Ferrari, Free Event directed the entire creative and executive project, managing the turnkey production. In particular, the event agency based in Faenza, Milano and Amsterdam has managed the creative direction (concept, art direction, storytelling, staging, video production and realization of the mass choreography) and executive production (set up, security, technology, communication materials), guests reception (fans and VIPs), live direction and rooming of the entire event.
A great success for the public and for the whole Ferrari family, which with this special launch has consolidated the historical collaboration with FREE EVENT.