Overview:

Founded in 1975, Lamborghini Club America is the world’s largest organization of Lamborghini owners and enthusiasts. Members around the world actively participate in the organization’s events and gatherings.  The Lamborghini Club America is a motor club centered on the Automobili Lamborghini brand and is supported by the corporate brand and has been attending Monterey Car Week for the past 32 years.  The Lamborghini Club America recently had a change of ownership and was looking to do some new things during Monterey Car Week.  Using guerilla marketing and social media Comatica decided to create buzz around fundraising, charity beneficiary and grass roots marketing.

Challenge:

• Comatica’s first challenge was producing an elegant affair for LCA members that have been attending the Lamborghini Monterey gathering for over 30 years.  Goal was to entertain guests and provide a networking forum for the Lamborghini community in a lovely, comfortable environment.
• Fundraise with a silent auction and choose a charity beneficiary.
• Conceptualize a promotional tool for charity and event buzz.

Execution:

• Creative development and management of Serata Italiana (“an Italian evening”)
• Collected silent auctions items such as, a trip to USGP in Austin, unique formula one race chair, top gun flight experience, NASCAR Nextel cup race, 2013 super bowl in New Orleans and many more. These donated items went on display at the Serata Italiana gala.
• Solicited sponsors for Serata Italiana including Lamborghini San Francisco and Los Gatos, Automobili Lamborghini, Black & White Car Rental, Garage Envy, MAcarbon, JP Logistics, Monster Products, Swissvax, Pitstop Furniture, Glenmorangie, Chandon, Lokoya, Grand Prix Tours, Michaels Law Group, Pasadera Country Club, Comatica and SupercarFocus.com Dirk Photography.
• Developed guerilla marketing for the pink “Chandon for a Cure” Lamborghini mobile promotion. Designed to help promote Serata Italiana and create awareness for the Avon Breast Cancer Foundation.
• Elevated event by hiring celebrity emcee Russell Peters, who is ranked by Forbes as one of the top ten highest grossing comics in the U.S.
• Spearheaded the website, social media, event planning and creating a lavish and chic event for Lamborghini Club’s special guests.

Solution for Guerilla Marketing Promotion:

• Use Lamborghini Murcielago as a vehicle billboard to promote “Chandon for a Cure” and breast cancer prevention awareness during Pebble Beach Concours d’Elegance weekend.
• The “Chandon for a Cure” pink-wrapped Lamborghini Murcielago owned by Andrew Romanowski, President of Lamborghini Club America toured from Los Angeles to Monterey leading the Italian Stampede.
• The pink-wrapped Lamborghini cruised from event to event during the week and ended at the 33rd Lamborghini Club America awards dinner Saturday night with an impressive gathering of car owners and enthusiasts in support of the Avon Foundation 501(c)(3) and its Avon Breast Cancer Crusade.

Results:

Serata Italiana was deemed a huge success by the Lamborghini Club, guest attendees and sponsors alike, exceeding even the most optimistic expectations.  The matte pink “Chandon for a Cure” Lamborghini guerilla marketing promotion was picked up by USAToday, Jalopnik, Jay Leno’s Twitter and hundreds of other automotive websites.

Lastly, the client had a sizeable donation from the silent auction proceeds from the Serata Italiana event and was given directly to the Avon Breast Cancer Foundation in support of the Avon Breast Cancer Crusade.