The context

The Artura is McLaren's first series-production high-performance hybrid supercar. For an official McLaren dealer in Italy, the launch had a concrete goal: introducing it to a qualified audience and bringing potential buyers all the way to the test drive.

The challenge

A new technology needs to be explained, not just shown. For supercar buyers, a hybrid could raise questions about performance and character, and the purchase decision takes time. The dealer needed a journey that built interest and trust step by step, and a way to reach the right enthusiasts beyond its own database.

What we did

• Conversion funnel. A journey from first contact to test drive, with clear stages and a handover to the sales team at the right moment.
• Email. A sequence on design, innovation and performance, written to answer doubts and lead to the test drive.
• WhatsApp Business. Catalogues of exclusive content to keep the conversation with leads alive on the channel they use every day.
• Partnership with Outlierman. Exclusive content on the car shared with Outlierman's international community of enthusiasts and collectors via newsletter and blog, to attract new qualified leads.

What it shows

In luxury, a lead is not converted by a single message: it needs to be guided with valuable content, on the right channels, always knowing where each person stands. Partnerships with like-minded communities bring contacts that advertising alone cannot reach. This is the logic behind CRM+, which we now build for ateliers, dealers and brands selling high-value products.