The Amuleto
A wide range of Ferrari owners were interviewed and shared how they related to the Ferrari brand. These interviews informed several ownership modes, which in turn influenced the design of the vehicle access experience, from initial order to the first drive. The entire purchasing experience was explored. Upon ordering a vehicle, customers receive an amuleto with a stone insert. A reference to the pink marble step in the entryway of Enzo Ferrari’s home in Modena, this feature reinforces a sense of having joined the Ferrari family. Since Ferrari ownership is typically preceded by up to 18 months of anticipation, the amuleto is a powerful reminder of the coming vehicle. During the final design review, the team was both humbled and proud to receive positive feedback from Ferrari’s top management.
The Ferrari vehicle access Amuleto approach was designed to provide multiple touch points with the Ferrari brand throughout the ownership experience.
From the client…
“You guys are clearly smart. This is something we would never have come up with. We understood the value of this work 5 minutes into your presentation. I can think of many ways in which we can leverage this approach.”
