We re-ignited brand loyalty at the biggest motor-racing event in Australia.
By implementing a three-phased strategic program, we recognised that from a database comprising of 4000 Ferrari owners, a significant number of inactive and ex-customers felt the brand did little to interact with them. We also discovered that 70% of Ferrari customers had an interest in the F1.
This led us to build ‘The Ferrari Red Lounge’, Ferrari’s first ever consumer activation and hospitality program at the 2019 Australian Grand Prix.
Our activation across the F1 was two-fold: during the day, we offered members an exclusive rest area, and refreshing gelato from our branded cart; and at night we organised live music, delivered an intimate Q&A with Ferrari’s drivers, served gourmet canapés, displayed luxury Hublot watches, and provided branded photo opportunities in front of a two-sided media wall.
Over an engagement period of 4-days, the Ferrari Red Lounge hosted 900 Ferrari customers and 250 VIP guests; achieving 1,200 new data acquisitions, a number that represents more than a quarter of their current database. The program gave sales staff a platform to form and strengthen relationships and the long term sales opportunities will be a key driver to future business success.
READ MORE in the Australian Financial Review about Ferrari’s boom sales results.
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