The communication of a Ferrari ‘lifestyle’ brand and supporting guidelines. Ferrari GB established a CRM programme to engage owners by offering opportunities to drive the legendary circuits of Europe.
This initiative had two objectives: to reinforce awareness of the affinity between Scuderia Ferrari Formula One cars and Ferrari production vehicles and to stimulate greater levels of dealer advocacy.
Passion, Ferrari’s defining quality, inspired a suite of communication collateral expressing core brand values. This was designed to bring substance to the offer, emphasising that owners would enjoy a bespoke experience, wholly true to Ferrari, as opposed to a ‘cookie cutter’ occasion that any premium manufacturer could deliver.
The concept of taking owners deeper into the Ferrari experience (reinforcing loyalty) supported further communication materials dedicated to the launch of the Ferrari F430, which included a track day and exclusive corporate events.