DUCATI

Ducati is a brand that needs no introduction: a true global icon and the quintessential motorcycle for enthusiasts worldwide. In collaboration with Pomo Style, our task focused on supporting sales during motorcycle launches and driving online sales for DRE courses, museum tickets, and apparel. Here, we share the story of a campaign focused on selling DRE courses in the lead-up to Christmas.

The main challenge was the timing: the advertising went live during the most expensive and chaotic time of the year, just one week before Christmas. This is the classic period defined by the frantic "last-minute" gift rush, characterized by impulsive buying and extremely high e-commerce traffic. For advertisers, December significantly complicates matters: there is intense competition on paid advertising platforms, which inevitably drives up auction costs (more advertisers = more competition = higher campaign costs). The core problem was therefore determining whether it was worth investing in such a saturated period while maintaining a positive ROI.

We met this challenge by relying on solid marketing principles combined with the unique experience offered by Ducati. Specifically, we promoted the courses (which would take place the following year) by leveraging the principle of scarcity, as available spots were limited. We targeted a very specific audience: motorcycle enthusiasts who want to learn how to ride properly. Finally, we positioned the course as an original gift that is incredibly easy to give, even at the last minute: to overcome the stress of the upcoming holiday, users simply had to complete the purchase online, even the day before, print the tickets at home, and put them in an envelope.

This project demonstrates that even during periods of maximum saturation and advertising competition, intelligent strategic positioning (such as the last-minute gift combined with scarcity) overcomes rising platform costs, ensuring a rapid sell-out and maximizing return on investment.