2. WHAT’S THE GOAL?
• Increase Ferrari brand’s global following
• Increase number of potential customers in Ferrari fan base
• Increase brand recognition
• Ultimately, grow the Ferrari brand and increase sales
3. WHO TO TARGET?
• Niche market
• Target market’s characteristics
• Wealthy
• Expensive Taste
• Car Enthusiasts/Collectors
• Racing Enthusiasts
• Ferrari “Fanboys”
4. THE PLAN OF ACTION
• The plan is to go viral
• A wildly exciting video series of Ferrari ownership adventures
• High-production video series highlighting the joy of owning a Ferrari
• This type of video appeals to the target market
• Going viral means it would be shared all over the internet
5. WHY THIS WILL WORK?
• High-production videos would highlight the brand’s most appealing characteristics
such as…
• High-Speed
• Insane Luxury
• Joy of Ownership
• The videos would be rich in content, thus containing enough value to be shared
online by users
6. IT’S WORKING FOR PENNZOIL
• Pennzoil’s JOYRIDE video series is a success
• High-production videos of fast cars driving spiritedly
• The JOYRIDE videos have gone viral
• The JOYRIDE series has millions of views and are still gaining
popularity as they’re being shared all over the internet
• https://www.youtube.com/watch?v=_WBxpalG10g
7. FERRARI CAN DO IT BETTER
• Ferrari has the opportunity to do it even better
• Ferrari has very attractive products, so there is already greater appeal than a motor
oil company
• If Ferrari creates a high-production film series with exciting driving stunts, it would
be shared rapidly online
8. THE RESOURCES
• High-production films would require at least 4-6 to complete
• Each video could cost upwards of $2 million to produce
• A world-class team of producers and would be required to ensure top quality
9. THE METRICS
• To measure success, Ferrari could track the number of…
• Views
• Shares
• Likes and dislikes
• Comments
• Reposts
• Mentions
• Increase in social media following
• Increase in website traffic
• Increase in sales
• etc.
