Lanzador concept: two reels from its US debut season
6.37M
A shoot at Lamborghini's private villa during Monterey Car Week, then an ASMR collaboration with Luxury Lifestyle Magazine: 7.3M views in total.
- Lamborghini
- Brand event, Collaboration
- Sep 1, 2023
- Monterey, California
- Two Instagram Reels · 0:07 and 0:25
Occasion
The Lanzador, Lamborghini's first electric concept, during Monterey Car Week 2023.
Task
Cover the Lanzador concept during Monterey Car Week.
Idea
Show a concept car through touch and sound: every texture, switch and surface, filmed close.
Execution
The first reel was shot at Lamborghini's private villa. The second, an ASMR piece made with @luxurylifestylemagazine, is a hands-on tour: steering wheel, seat, floor, sill, wheels and rear, ending with a thumbs-up.
Why it worked
- ASMR slows the viewer down: 25 seconds of attention on materials and details.
- A collaboration post reaches the partner's audience as well as Alan's.
- 4.7% engagement on the ASMR reel, well above the account median.
Results
- 6.37M
- 298K
- 777
- 4.7%
- ×18
- 991K
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