FERRARI
CUSTOMER EXPERIENCE
CONSULTANCY
london, united kingdom
I ENGAGED IN A CONSULTANCY PROJECT WITH FERRARI, FOCUSING ON ENHANCING THE CUSTOMER EXPERIENCE ALONG THE CUSTOMER DECISION JOURNEY FOR FERRARISTI.
WITHIN OUR TEAM, I CONCEPTUALIZED AND DESIGNED THE PUROSANGUE EXPERIENCE – HERE ARE EXCERPTS SHOWCASING KEY ASPECTS OF MY WORK. OUR CONCEPT WAS ONE OF THE WINNING IDEAS, RANKING THIRD AMONG ELEVEN GROUPS.
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01 STORYTELLING
In life, some moments are beyond words, and it's the sheer anticipation that fills our hearts with joy. Much like expectant parents eagerly tracking the daily growth of their soon-to-arrive bundle of joy, we've seamlessly woven that sentiment into the Ferrari experience. Join us in cherishing every step of your Purosangue's journey from production to completion – now, your 'baby' fits snugly in your pocket, sweetening the wait.
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02 INTEGRATED MARKETING
Time is currency, and for high earners, it's practically a Ferrari. Our seamless integration starts with a quick QR code scan, respecting Ferraristi's valuable time. The app configures itself automatically, retrieving pertinent customer information directly from the Ferrari database – including color preferences and special requests. Ferraristi can now bypass the hassle of manual setups. The invitation to join the app is delivered in Formula 1 style, adding an exclusive and thrilling touch to the overall experience, perfectly aligning with the Ferrari brand's legacy of speed and performance.
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03 CUSTOMER EXPERIENCE
The MyFerrari app provides Ferraristi with a unique and personalized journey, allowing them to closely follow the production stages of their Purosangue in real-time. This transparency creates a sense of excitement and anticipation, turning the wait into a memorable and immersive experience.
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04 LOYALTY & ADVOCACY
Purosangue Kid Cards add value and collectible appeal, turning into cherished mementos tied to family legacy. Children can collect and trade these cards - this interactive and enjoyable experience not only educates but fosters enduring loyalty across generations.
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05 STRATEGIC INSIGHTS
The concept seamlessly integrates on and offline tools to bridge the gap between the physical and digital worlds. The MyFerrari App, coupled with the family-focused Ferrari Kid Cards, enhances customer engagement, builds brand loyalty and community, and strategically expands Ferrari's market reach. By appealing to a new demographic and generation, it aims for sustainable loyalty, reinforcing the brand's commitment to delivering a holistic and unparalleled ownership experience. To redefine loyalty with every mile.