● 03 · the starting point
A mythical vehicle. Not a single digital pixel. A brand we can’t name.
Björn Arens lays out the brief: reinterpret the 250 GTO, put it back on the road, present it to collectors worldwide. He carries the project with Christian Jupsin, and Laure Béneteau leads the commercial follow-up on collector leads.
First constraint: we can name the 250 GTO, but never present it as a Ferrari. The brand is protected. That means writing 9 months of copy, posts and tech sheets on a mythical car without ever attributing it to the original manufacturer.
Second constraint: everything is to build. No site. No social. No tracking. No audience. The vehicle exists, the digital brand doesn’t.
Reinterpret the 250 GTO without ever presenting it as a Ferrari, a legally protected brand..
↳ every piece = legally framed to never claim « Ferrari »
● 03 · mission identity card
Tactical identity.
- Callsign
- BRAVO-05
- Client
- AVD Revival
- Squad
- jérôme · camille · rémy
- Dates
- September 2025 · ongoing
- Direction
- project lead · AVD Revival visionco-director · brand strategy
- Day-to-day
- commercial director · collector lead follow-up
- Venues
- avd-revival.com
- @avd_revival (Instagram)
- Bruxelles · shooting studio
- Italie · route
- Top Marques Monaco
- Rétromobile Paris
- Targets
- heritage collectors
- prestige auto investors
- specialised show media
- Christie’s · Sotheby’s networks
● 04 · briefing in three steps
What existed. The plan. What runs today.
- Step 01
What existed
By September 2025, AVD Revival already holds the physical essentials: the vehicle, a team led by Björn Arens and Christian Jupsin, a collector network. On the digital side, nothing runs. No site, no social accounts, no tracking, no SEO foundation. On top of that, a legal constraint: we can name the 250 GTO, never present it as a Ferrari.
- Step 02
The initial plan
HeySquad joins EPIC Agency as a partner on copy, community management, SEO and Ads. Epic owns art direction and web project management, led by Thibaut Moreau. We co-create the brand voice charter, Camille writes every piece with legal support to never present the car as a Ferrari, and Pierre Pironet’s shoot sets the imagery in a Brussels studio then on the road in Italy. The Meta and YouTube accounts launch, the avd-revival.com site goes into production.
- Step 03
What runs today
3.7M Instagram views (1 Jan → 15 May 2026), 1M YouTube views on the signature video, carried by Jérôme’s SEO and Google Ads. 3,600 Instagram followers, 100+ qualified leads via the site. Three world shows on the calendar: Rétromobile Paris, Top Marques Monaco, IMS Luxembourg. An influencer-driven content wave adds up on Instagram.
● 06 · the field journal
9 months on AVD Revival. Here’s what we wired up.
● M01 · Sep 2025 · Brief + project scoping
September 2025. Brief received from Björn Arens and Christian Jupsin via EPIC Agency (opens in a new window) Liège. AVD Revival project framing: reinterpret the 250 GTO, build the digital brand, present at world shows. Roles defined: Epic on art direction + web project management (Thibaut Moreau), HeySquad as copy + community + SEO + Ads partner.
phase metric
brief launched
« We join EPIC as partner. They carry art direction and web, we carry brand voice, copy, and daily digital. That’s exactly the right split. »
Jérôme · squad
● M02 · Oct 2025 · ToV charter + legal work
October 2025. Camille co-creates the Tone of Voice charter with Epic. First lock unlocked: we can name the 250 GTO, never present it as a Ferrari. Camille works every page, carousel and caption with legal support to phrase a reinterpretation that speaks to connoisseurs without crossing the line. It’s the invisible work that makes everything else hold.
phase metric
ToV live · lawyer on board
« Writing 9 months on the 250 GTO without ever presenting it as a Ferrari isn’t a detail. Every post is gymnastics. We frame it, we get it validated, we publish. Otherwise we rewrite. »
Camille · squad
● M03 · Nov 2025 · Content entry + Epic design
November 2025. Epic delivers Figma page designs. Camille fills every page: in-house copy, tech sheets that never present the car as a Ferrari, narration of the reinterpretation. avd-revival.com takes shape. Daily coordination with Thibaut Moreau (Epic Project Manager).
phase metric
pages entered
« With Thibaut we set a clean rhythm: Epic delivers pages, I fill in copy, we validate together. Zero useless back-and-forth. »
Camille · squad
● M04 · Dec 2025 · Site live + Meta accounts launched
December 2025. avd-revival.com site in production. Rémy launches Meta Business accounts: Instagram @avd_revival (opens in a new window) + Facebook + YouTube channel. First official post. GA4 + GTM tracking setup to measure site conversions from D0.
phase metric
site tracked from day one
« Launching Meta Business clean from the very first post. That’s the whole point. Pixel wired, audiences prepared, conversion API in place. Without that, you lose the first 6 months. »
Rémy · squad
● M05 · Jan 2026 · Brussels shoot + Rétromobile Paris
January 2026. Pierre Pironet (opens in a new window) studio shoot in Brussels: static, technical close-ups, studio mood. Jan 28-Feb 1, presence at Rétromobile Paris (Hall 7.3 · Stand D063), AVD Revival’s first world show. Shoot content immediately feeds Instagram + Facebook posts.
phase metric
show #1 · Paris
« The Brussels shoot was about setting the brand imagery for the next six months. Every framing had to tell the car without ever presenting it as a Ferrari. »
Christian Jupsin · co-directeur AVD Revival
● M06 · Feb 2026 · Growth peak · Italy shoot
February 2026. Instagram growth peak: up to 130K daily views (cf IG chart). Monthly reach 1.4M users. In parallel, Italy shoot organised by Epic with Pierre Pironet: vehicle on road, landscapes, performance. Camille prepares content pipeline for upcoming shows.
phase metric
1.4M IG reach · Feb
« The Italy shoot changes the project dimension. We move from static car to car in motion. The narration takes another shape. »
Camille · squad
● M07 · Mar 2026 · Top Marques Monaco + Facebook peak
March 2026. Top Marques Monaco (Grimaldi Forum · Stand A2) presence. Facebook peak: 90K daily views in March (cf FB chart). Rémy structures Meta Ads campaigns targeting collector + specialised media profiles on the show audience.
phase metric
show #2 · Monaco
« Monaco hits the right timing. The IG audience peak is still fresh, we convert views into stand visits. Meta Ads targets collector profiles in the area. »
Rémy · squad
● M08+ · Apr-May 2026 · 1M YouTube views + influencer UGC + IMS Luxembourg
April-May 2026. The [signature YouTube video](https://www.youtube.com/watch?v=iLh5NuAN3BE) reaches 1M views, carried by a Google Ads campaign structured by Jérôme and SEO work on the channel. User-generated content (UGC) influencer (opens in a new window) wave on Instagram. IMS Luxembourg joins the calendar (Vedia · Mobilidées coverage (opens in a new window)). 100+ cumulative qualified leads via the site. Current phase: structure the commercial pipeline with Laure Béneteau, prepare upcoming shows.
phase metric
1M YouTube views · 100+ leads
« Camille held the brand voice without ever slipping. She’s the real star of the project. Digital holds because she held every word. »
Jérôme · squad
M05Pierre Pironet · static studio vehicle
Brussels, January 2026. The shoot founds the imagery.
M06Pierre Pironet · vehicle in motion · landscapes
Italy, February 2026. The car enters motion.
M081 signature video · 1M views · Jérôme support
May 2026. 1 million YouTube views. Without ever saying « Ferrari ».
● 07 · visual proofs
Three dashboards. Three turning points.
▶ 3 reconstructed dashboards · horizontal scroll
09 · the tools
What we installed at AVD Revival.
The tools actually used on the mission, grouped by layer: acquisition, measurement, and everything that connects the data. Wired end to end, never in silos.
Ads
Meta Ads
Google Ads
Social · community
Instagram
Facebook
YouTube
Tracking · data
Google Analytics 4
Google Tag Manager
SEO · content
Semrush
Design
Figma
- Art direction · webEPIC Agency · Liège
- Auto photography · expertPierre Pironet
- Marketing · partnerHeySquad
13 · margin notes
Three takeaways we brought back from the AVD Revival field.
- Note 01 · method
On copy under legal constraint: you can name the 250 GTO, never present it as a Ferrari. You don’t work around a framing like that, you bring it in early. Camille had the line validated before publishing, which avoids any rewrites afterwards. See seo & content.
the squad · avd-revival notebook - Note 02 · method
On co-mission with a partner agency (Epic): the right split holds on the right discipline split. Epic = art direction + web. HeySquad = voice + copy + community + Ads. No overlap, no duplication. The client manages one interlocutor per discipline.
the squad · avd-revival notebook - Note 03 · method
On from-scratch audience build: 0 → 3.7M IG views in 4.5 months without pre-existing community recycling. The lever wasn’t post volume, but Pierre Pironet’s shoot quality × Camille’s ToV rigour × Rémy’s Meta Ads targeting. See strategy.
the squad · avd-revival notebook
so? shall we settle in?
You’re launching a brand from-scratch with a real target audience? Let’s see if the AVD Revival mechanism can hold at your place.
Write to the squad