During the development of the solution for the Strategy and Marketing class project at Politecnico di Milano, I had the opportunity to work on an exclusive and inclusive mobile experience for the new Ferrari SF90 Stradale.
Mobile application
The project aims at bringing the experience of the car to a new level of convergence. We designed this mobile application to increase the sense of belonging in the Ferrari family and incentive the buyers to use the best driving modalities of the car.
Moreover, the application allows Ferrari to get advanced analytic data on how customers use their vehicles. Customer profiling enables better targeted, innovative activities and marketing campaigns.
Rewards for customers
Experiences in car and participation in events allow the customer to earn points that can later be spent to get rewards. Ferrari can get to know customers better as they are more encouraged to participate in events. Moreover, the usage of the car in eDrive and Qualify mode is incited. This solution allows both to strengthen the link between Ferrari and hybrid vehicles, and to promote the best driving experience.
Travel memories
Registered data about past trips allows the user to keep the memory of driving experiences and to share them on social media.
Aggregated data about users’ behaviour is sent to Ferrari databases. The usage of both the car and the application itself allows the company to create better CRM strategies:create new events for targeted customers to improve the sense of belonging to the Ferrari family; understand who are the customers that are more interested in the new Hybrid vehicles, to promote better future models.
eDrive
As people are becoming more and more interested in sustainability, it would be great for Ferrari to be recognised as part of that market. However, the implementation of the eDrive mode in the SF90 Stradale does not allow long travels. In order to encourage the users to take advantage of these short electric trips, we are introducing a game experience within the application. The drive of the car in the full-electric mode is recorded and allows the users to complete virtual F1 circuits. The circuits enable the owners to both earn rewards and compete with friends in a virtual Formula One Championship.
Car dashboard
We are introducing a mobile car dashboard that provides the user with: information about car status, usage and estimated autonomy, programmed maintenance alerts, proactive maintenance tips from Ferrari and other exclusive services.
