Ferrari and the Art of Marketing Crossing: A Symphony of Passions Demonstrated and Explained in the New Video of Leclerc’s Customized Daytona SP3

(By Maurizio y Maqueda) The Daytona SP3 is over a year old, but today Ferrari showcases in a new video how it amplifies moments of success through a series of actions, reflecting what Crossing is and the new way to manage the 11 i's of any successful strategy in today’s world of value, pertinence (pregnancy), and relevance.

Image description

The 11 i's are: interaction, interaction, interrelation, interaction and indicators, integral, of interest and impeccability, intelligent - both artificial and human -, instantaneous and indefinite, immersive (phydigital experiences), insight-based, and interdependent (everything must be coordinated simultaneously). This video explains the “foundation” of the new management model (very focused on the vision of the Head of Culture) of the brand and crossing marketing (you can watch the video in this note). If one appreciates and observes what this opaque black car represents (almost like Batman's car, but beautiful as only a Ferrari can be), customized with Charles speaking, dressed super cool and natural, behind the house of Maranello, one understands everything. The world of motorsport is not only defined by speed and competition but also by an intricate marketing network that transforms every victory into a brand experience. In this context, Ferrari stands as a master of crossing marketing, a phenomenon that intertwines the essence of the brand with products and experiences that transcend the mere automobile.

 

In this article, we will explore how Ferrari, in a culminating moment after Charles Leclerc's recent victory in Monza and his remarkable performance in Azerbaijan, has managed to capitalize on its image to offer a range of products that span from toys to luxury experiences.

 

Summary of Tips

 

  • Understand the Essence of the Brand: Ferrari doesn’t just sell cars; it sells a lifestyle.

  • Leverage Victories: Every triumph becomes an opportunity for marketing.

  • Product Diversification: From toys to exclusive experiences, brand extension is infinite.

  • Emotional Connection: Use neuromarketing to link emotions with the brand.

  • Personalization as Strategy: Every Ferrari is unique, enhancing the desire for ownership.

 

The Essence of Ferrari

Since its founding in 1939, Ferrari has cultivated an image of exclusivity and prestige. In 2024, we celebrate not only the mystique of the brand but also the 40th anniversary of Miami Vice (and there, the car was a Ferrari, of course), a reflection of pop culture intertwined with the glamour and speed of supercars. This cultural symbiosis is key in Ferrari's marketing strategy. Monegasque Charles Leclerc, upon receiving his new Ferrari Daytona SP3, exemplifies this connection. With only 599 units of this model, each personalized, a clear understanding of how marketing can transform a car into an object of desire is manifested.

The Power of Cross-Marketing

The concept of cross-marketing is based on collaboration between different sectors to enhance a brand's reach. Ferrari has taken this strategy to a new level by partnering with products that represent the essence of its brand. From luxury sneakers to clothing and themed experiences, each product becomes a vehicle to communicate the brand's values: speed, elegance, and exclusivity.

The New Mantra of Real Brand Value:

Previously, the focus was on doing everything in the most efficient way (at the lowest possible cost) to maximize results (volume-based production scale-time limitation-copy-price-usability).

Today, it’s about doing everything necessary to create real and relevant value that achieves differential and unique results, sustainable and, above all, expandable (value development scale-timelessness-expansive creation-real experience).

Illustrative Chart of the 11 i's of the New Crossing Marketing, Based on Registered Models of Shou7! & 7hink! and the New Paradigms of the Head of Culture

 

11 i's of the New (7hink) Marketing Crossing

 

  • Interaction (and insistence): Continuous process of adjustments and improvements in the strategy based on feedback. (Insistence on improvement and continuity over time until results are achieved).

  • Interactivity: Active and bidirectional relationship between the brand and the consumer, fostering participation.

 

  • Interrelation: Connection between different elements of the strategy that allows for a holistic approach.

 

  • Intersection and indicators: Meeting points between different disciplines and platforms that enrich the brand experience, both internally and externally for self-management and constant qualitative-quantitative improvement.

 

  • Integral: A comprehensive approach that considers all aspects of the brand and its environment; the concept of integral design gives meaning to creation, changing the patience and measurement of indicators.

  • Of interest: Content and strategies that genuinely capture the attention and interest of the audience, always based on impeccability (the best possible and real in every concept or nothing).

 

  • Intelligent (Artificial and Human): Use of technology and cross-skills, human competencies to create personalized and effective experiences, combined with the insights from artificial intelligence data.

 

  • Instantaneous and Indefinite: Quick responses to market changes and the ability to adapt to new trends.

  • Immersive (Phydigital Experiences): Experiences that blend the physical and the digital, creating a deeper impact.

 

  • Insight-Based: Strategies grounded in data and analysis that reveal the true needs of the consumer.

 

  • Interdependent (Simultaneous Coordination Based on Essence and Culture): The need to integrate and align all actions and strategies in real-time to maximize impact.

 

*Strategic Management Model of MKT Crossing and 7hink!, Based on the New Management of Head of Culture.*

 

Practical Example: Leclerc's Strategy

Leclerc's victory in Monza was not just a sporting triumph. It was an opportunity for Ferrari to launch a product line inspired by this victory. The personalization of his Daytona SP3, with details evoking his connection to Monaco, extends to a range of products, such as toys and accessories. Each of these items is marketed not just as a product but as an extension of the Ferrari experience, emotionally connecting with fans and future customers.

 

Watch the video here: Ferrari Video

Neuromarketing: Emotional Connections

Neuromarketing, a discipline that merges neuroscience with marketing, allows brands to understand how consumers think and feel. Ferrari has harnessed this knowledge to create campaigns that resonate emotionally with its audience. The image of speed and success it projects, especially in moments of victory, activates areas of the brain related to reward and emotion, increasing the desire to purchase.

 

Product Diversification

Diversification is key to Ferrari's strategy. It doesn’t limit itself to selling cars; the brand has expanded its offerings to a range of products that include:

 

Toys and Scale Models: Each victory translates into a new product line. For example, scale models of the Daytona SP3 become collector's items.

Clothing and Accessories: From t-shirts to sneakers, every item carries the essence of speed and luxury.

Exclusive Experiences: Ferrari offers experiences in its museums and theme parks, where fans can experience the brand firsthand. Additionally, it participates in bars, restaurants, and special experiences in hotels.

 

Brand Collaborations: Partnerships with luxury brands that share its vision of exclusivity and quality.

 

 

The Legacy of Exclusivity

The Daytona SP3, with its design inspired by Ferrari classics, is not just a car; it’s a work of art. Every detail, from its V12 engine to Leclerc's unique personalization, reinforces the idea that owning a Ferrari is a status symbol. This exclusivity becomes a key element in the brand's marketing strategy, creating a sense of belonging among its owners.

 

 

How Does Ferrari Use Experiential Marketing to Attract Its Customers?

Ferrari doesn’t just market cars; it creates memorable experiences. Through exclusive events, such as track days where clients can drive Ferrari models, the brand emotionally connects with its fans. These experiences, combined with luxury, make customers feel part of an elite group, reinforcing their desire to acquire related products.

 

What Role Does Personalization Play in Ferrari’s Strategy?

Personalization is fundamental to Ferrari's value proposition. Each car can be tailored to the customer's desires, which not only increases its appeal but also makes it a unique and exclusive object. This approach not only strengthens the emotional connection with the customer but also justifies the high prices of the units, as every detail can be designed according to the buyer's personal preferences.

 

Why is Brand Image Important to Ferrari’s Success?

Ferrari's brand image is closely tied to quality, speed, and luxury. By associating its name with motorsport and victories, Ferrari creates a halo of prestige that translates into customer loyalty. The perception that each vehicle is an extension of a success story and exclusivity attracts an audience that seeks not just a car, but a lifestyle.

 

Conclusions

Ferrari's marketing strategy is a clear example of how a brand can leverage its emotional assets and brand image to diversify its offerings and connect with consumers effectively. In a world where brands struggle to stand out, Ferrari has found the formula to not only sell a car but to offer a lifestyle. With Leclerc's recent victory in Monza and his special Daytona SP3, the Italian brand not only celebrates a triumph on the track but also sets a precedent in the marketing world. By integrating neuromarketing and cross-marketing into its approach, Ferrari positions itself as a leader not just in motorsports but in creating unforgettable experiences that resonate in the minds and hearts of fans.



Sign Up for Free: Register and receive our newsletter by simply leaving your email and name here. (https://infonegocios.miami/suscribite-al-newsletter)

IG: @infonegociosmiami

Infonegocios RED: 4.5 million Anglophone Latinos reading business news daily.

Contacts: marcelo.maurizio@onefullagency.com or juan.maqueda@onefullagency.com







Tu opinión enriquece este artículo:

La Fórmula 1 en Miami: un imán para celebridades, marcas y amantes de las experiencias VIP

(Por Juan Maqueda y Marcelo Maurizio) El rugido de los motores, la emoción de la velocidad y el glamour de la Fórmula 1 se fusionan en Miami, creando un evento que trasciende las pistas y se convierte en una experiencia sensorial inigualable. ¿Preparado para vivirlo? Abróchate el cinturón, porque te llevamos a la parrilla de salida de la información clave para disfrutar al máximo del Gran Premio de Miami.

(Lectura de valor estratégico: 5 minutos)

Tesla: ¿es hora de vender TSLA ante la reducción de producción del Cybertruck? (¿o va a tener un alza pronto?)

(Por Taylor, desde Silicon Beach, Miami) Tesla, la emblemática empresa de vehículos eléctricos, enfrenta retos significativos en 2025 que han llevado a muchos inversores a reconsiderar sus posiciones. Con un valor de mercado de $731 mil millones, las acciones de TSLA han caído más de un 50% desde sus máximos históricos a finales de 2024. Entre las múltiples preocupaciones que afectan a la compañía, la reducción en la producción del innovador Cybertruck ha suscitado interrogantes cruciales: ¿es momento de deshacerse de las acciones de Tesla? Este artículo desglosa la situación actual, proporciona datos relevantes y ofrece consejos prácticos para los inversores.

YouTube: la nueva televisión (online video + AI + red social + streaming + on demand)

(Por Taylor, desde silicon beach con Maurizio) En la actualidad, YouTube ha trascendido su origen como una simple plataforma para compartir videos y se ha consolidado como la nueva televisión global. Con más de 2.400 millones de usuarios activos mensuales, la plataforma no sólo ha redefinido cómo consumimos contenido, sino que también ha transformado la industria del entretenimiento en su totalidad. Desde la proliferación de canales de streaming hasta el auge de las series web, YouTube está en el centro de una revolución audiovisual que promete expandirse aún más en el futuro. Exploramos cómo YouTube ha llegado a ser la nueva televisión.

(Lectura de valor: 4 minutos)

Miami contiene la respiración: Ty Jerome, la revelación de los Playoffs NBA

(Por Ortega) Triunfo de los Cavaliers sobre los Heat. En un mundo donde el baloncesto se ha convertido en un espectáculo de emociones y destrezas, la reciente actuación de Ty Jerome en los playoffs de la NBA ha capturado la atención de aficionados y analistas por igual. El escolta de los Cleveland Cavaliers, con su impresionante desempeño, no solo ha llevado a su equipo a una victoria contundente sobre los Miami Heat, sino que también ha encendido la conversación sobre su potencial como el Mejor Sexto Hombre de la liga. Este artículo profundiza en el impacto de Jerome en el juego, su evolución como atleta y las implicaciones para el futuro de los Cavaliers y el impacto en la emocionante lucha contra los Miami Heat. 

(Lectura de valor: tiempo estimado 4 minutos)

Oscar Piastri: el nuevo rey de la fórmula uno (¿qué esperar de la temporada 2025 con tres pilotos con chances?)

(Por Maqueda y Maurizio) Por primera vez hay un tercero en discordia en la F1. En una emocionante edición del Gran Premio de Arabia Saudita, el australiano Oscar Piastri ha capturado la atención del mundo del automovilismo al convertirse en el nuevo líder del Campeonato Mundial de Fórmula Uno. Su victoria, que lo coloca por delante de destacados competidores como Max Verstappen y Lando Norris, marca un hito significativo en su carrera y en la historia de McLaren. Pero, ¿qué significa esto para el resto de la temporada? ¿Qué podemos esperar de talentos como Lando Norris, Lewis Hamilton y Carlos Sainz en este electrizante 2025? ¿Qué esperar de un campeonato por primera vez en décadas con tres pilotos compitiendo por el campeonato?

(Lectura de valor: tiempo estimado 4 minutos)

GP de Fórmula 1 Crypto.com Miami 2025: mucho más que una super carrera (una multi experiencia temática)

(Por Maurizio y Maqueda) El Gran Premio de Fórmula 1 Crypto.com Miami 2025 se perfila como uno de los eventos más emblemáticos en el calendario del automovilismo mundial. Desde su debut en 2022, este evento ha transformado a Miami en un epicentro de adrenalina, entretenimiento y glamour. En su cuarta edición, que se llevará a cabo del 2 al 4 de mayo, los mejores pilotos del planeta se darán cita en un circuito diseñado específicamente para la F1, desafiando los límites de la velocidad y la emoción. ¿Qué lo hace tan especial? Acompáñanos a descubrirlo.

(Contenido de valor estratégico: 5 minutos de lectura)

El libro boom, que es esencial para empresarios y políticos: Man, Economy, and State (imperdible para reflexionar hoy)

(Por Taylor y Maurizio) En un mundo donde las decisiones económicas y políticas impactan cada aspecto de nuestra vida cotidiana, comprender los fundamentos de la economía se vuelve imprescindible. "Man, Economy, and State" de Murray N. Rothbard, publicado en 1962, se erige como una obra fundamental del pensamiento económico austriaco, que hoy tiene enorme impacto en la economía global y local. Este libro no solo proporciona una profunda comprensión de los principios económicos, sino que también desafía las nociones convencionales sobre monopolios y competencia. Exploramos por qué esta obra es esencial para todo ciudadano, especialmente para aquellos en el ámbito empresarial y político, y ofreceremos un resumen detallado, enfocándonos en el capítulo sobre monopolio y competencia.

(Lectura de alto valor estratégico: 7 Minutos)

Miami y el mundo hoy celebran 20 años de YouTube: la revolución digital en video

(Por Taylor desde Silicon Beach, con Maurizio) Hoy, 23 de abril de 2025, se conmemoran dos décadas desde que Jawed Karim, uno de los cofundadores de YouTube, subiera el primer video titulado "Me at the Zoo". Este breve clip de 18 segundos, que muestra elefantes en el zoológico de San Diego, no solo marcó el inicio de una plataforma que ha transformado la forma en que consumimos contenido, sino que también sentó las bases para una revolución digital que ha impactado a millones. Exploraremos el increíble viaje de YouTube, su evolución, su impacto en la sociedad, sus recomendaciones para viralizar en la plataforma  y lo que nos depara el futuro en el ámbito del video digital.

(Lectura de valor: 5 minutos)

Miami Heat vs. Cavaliers: la jugada maestra de Spoelstra (lecciones de estrategia que nos deja la NBA para un MBA)

(Por Ortega) El Juego 3 no es solo baloncesto: es teatro estratégico, marketing en tiempo real y neurociencia aplicada.Descubre por qué los ajustes de Spoelstra antes del Juego 3 son un MBA exprés sobre liderazgo, riesgo, cultura Heat y branding. La serie se muda a Biscayne Boulevard y el Kaseya Center promete calor de 115 dB. Pero la verdadera incandescencia está en el pizarrón: Erik Spoelstra remezcla su quinteto —Herro, Adebayo, Wiggins, Ware y Mitchell— mientras Nikola Jovic reaparece tras fractura. ¿Capricho táctico? No. Es estrategia pura: perturbar el patrón para forzar errores rivales y activar la dopamina de una fan-base sedienta de épica.

(Lectura de valor: 4 minutos)