The document discusses Ferrari's digital strategy to tap into the growing luxury car market in China, emphasizing the brand's potential despite being ranked 23rd among luxury brands in the region. It highlights advertising trends, the importance of search engine marketing on platforms like Baidu, and various campaign strategies aimed at increasing sales among wealthy Chinese consumers. Additionally, it outlines specific initiatives to build brand awareness and drive audiences to Ferrari dealer locations.

1. Digital Strategy
for Ferrari

2. A Market with Untapped Potential
“The potential in China is so important. You might have a
slowdown there, but the tank is so big. There are so many
cities where we have not scratched the potential yet”
Bernard Fornas
Co-Chief Executive Officer of Richemont
- Riding the Tiger of Luxury, WSJ, March 18th 2012

3. The World Luxury IndexTM
What are the most searched Luxury Brands in China
Source: The World Luxury Index™, Digital Luxury Group, 2012

4. 50 Most Sought-After Brands in China
Audi
BMW
Chanel
Estee Lauder
Louis Vuitton
Lexus
Mercedes Benz
Dior
Porsche
Lamborghini
Ferrari ranked#23
Source: The World Luxury Index™, Digital Luxury Group, 2012
1
2
3
4
5
6
7
8
9
10
Lancome
Gucci
Hermes
Volvo
Land Rover
Infinity
Chow Tai Fook
Cadillac
Cartier
Clinique
11
12
13
14
15
16
17
18
19
20
Burberry
Coach
Ferrari
Prada
Shiseido
Armani
Tiffany & Co
Swarovski
Jaguar
Bentley
21
22
23
24
25
26
27
28
29
30
Maserati
Rolls Royce
Sheraton
Biotherm
Maybach
Omega
Lincoln
Borghese
Hilton
Clarins
31
32
33
34
35
36
37
38
39
40
Benefit
Acura
Elizabeth Arden
Vercase
Anna Sui
InterContinental
Rolex
Guerlain
Longines
Rado
41
42
43
44
45
46
47
48
49
50

5. Top 3 Brands by segment
Source: The World Luxury Index™, Digital Luxury Group, 2012
CARS
#1
#2
#3
FASHION BEAUTY HOSPITALITY WATCHES JEWELLERY

6. Top 10 Car Brands in China
Rank Evolution Brand Name
6 -
7 -
8 +1
9 -1
10 +1
Rank Evolution Brand Name
1 -
2 -
3 +1
4 -1
5 -
Source: The World Luxury Index™, Digital Luxury Group, 2012

7. A Race of Cars
Evolution Rank 2012 Brand Name
+5 29 Jaguar
+2 18 Cadillac
+2 37 Lincoln
+1 32 Rolls Royce
+1 15 Land Rover
+1 30 Bentley
- 1 Audi
- 2 BMW
- 6 Lexus
Top rising brand
Jaguar (+5)
Evolution Rank 2012 Brand Name
- 9 Porsche
- 10 Lamborghini
-1 16 Infinity
-1 42 Acura
-2 14 Volvo
-3 7 Mercedes Benz
-4 31 Maserati
-6 23 Ferrari
-10 35 Maybach
Top declining brand
Maybach (-10)
Source: The World Luxury Index™, Digital Luxury Group, 2012

8. Growing Trend on Cars Sales
19,31M cars sold in China within 2012 - Record High
Sales (per ten thousand)
Comparison with last year
Source: China Association of Automobile Manufacturers
(CAAM) 汽⻋车⼯工业协会, 2012
1996
2500
2000
1500
1000
500
0
60%
50%
40%
30%
20%
10%
0%
1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
4.3%
2.5%

9. Car Park to Increase by 4x in 10 Yrs
汽⻋车保有量（car per region / city）指得就是⼀一个地
区拥有⻋车辆的数量，⼀一般是指在当地登记的⻋车辆。
00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21
Source: China Association of Automobile Manufacturers
(CAAM) 汽⻋车⼯工业协会, 2012
70 600 800

10. Online Ad on Automobile Grew by 29%
In 2012, automobile industry had spent 31.7 Billion RMB on advertising,
among which, Internet had grown by 29%
Television
Printed Medias
Internet
Radio
Outdoor Banners
2011 2012 2011 2012 2011 2012
Source: iResearch China, 2012
40%
23%
18%
Television Newspaper Internet
+4% -10% +29%

11. Automobile Ad Spend at Baidu
Automobile advertising at Baidu (No.1 search engine in China) had
grown by 4 TIMES from 2009-2012
1.21 Billion automobile related search
requests at Baidu per day.
Source: Baidu Research Centre, 2012
463%
2009 2010 2011 2012

12. Brand Ranking
Baidu Search Volume (PC)
Rank Brands Daily Search Volume
1 BMW 17,168
2 Mercedes Benz 15,968
3 Audi 14,639
4 Ferrari 10,703
5 Rolls Royce 7,201
Source: Baidu Index, 2013.1.1 - 2014.5.14
*all keywords are searched in Chinese & English brand keywords

13. Geography of Ferrari Search
ZJ
GD
JS
BJ
SD
SH
HN
FJ
SC
HB
Zhejiang
Guangdong
Jiangsu
Beijing
Shandong
Shanghai
Henan
Fujian
Sichuan
Hebei
Search Index High Low
Source: Baidu Index, 2013.1.1 - 2014.5.14

14. Ferrari’s Search Result in Baidu
14
Competitors
Brand
Ranking
Ferrari Official
Website
Ferrari Wiki
Ferrari
Products
Ferrari
Pictures

15. Competitors’ Search Result in Baidu
Audi Brand Zone
Mercedes Benz Brand Zone
BMW Brand
Zone

16. Ferrari’s Key Objective
Increase Ferrari Sales in China by
Reaching the Upper Class

17. Campaign Goals
Drive audience to
Ferrari Dealer
Locations
Develop and reach
Ferrari custom
audience segment
Create brand
awareness amongst
wealthy Chinese

18. Initiatives & Campaign Strategy
Campaign Goal Campaign Initiative
Create brand
awareness amongst
wealthy Chinese
Develop and reach
Ferrari custom
audience segment
Develop and reach
Ferrari custom
audience segment
Baidu Brandzone Premium Sites
Premium Audience (XMO)
Retargeting SEM

19. Why Baidu Brandzone?
Build brand equity
Customised Baidu advertising solution for advertisers
Elevate brand name, awareness and brand interaction
Integrates branded text descriptions, images & video displayed
Branded Video
Floating Image
On Click

20. Baidu Brandzone Capabilities
Building Super Brand Image
A homepage takeover
Above-the-fold visibility
100% Share of Voice (SOV)
Available in rich media format to
create the most awareness
Content could be shared to social
media with just one click, which
could bring more brand awareness
Materials could be change from time
to time for online-offline campaign
collaboration
Superior User Experience
>20 points of entry
As an user friendly information centre/
terminal to deliver the best of brand
content
Brand Protection
Exclusively “own” brand keywords,
avoiding being hijack by other brands
SEM results will be blocked to
below-the-flow visibility
Excellent Performance
Click Thru Rate (CTR) range from
60%-90%

21. Baidu Brandzone Capabilities
Search without Brandzone

22. Baidu Brandzone Capabilities
Search with Brandzone
Video Interstitial Ad on Video Results
Page and Header Banner on Image
Results Page, plus more!
Free Add On - Video, Image,
Knowledge & News Features!

23. Why Premium Display?
Strengthen and promote luxury sports car brand image through brand
alignment with China’s most trusted and premiere business, news and
automobile websites.

24. How to Use Premium Display?
24
Utilise a media mix of display banners and video placements geo-targeted to locations
with highest number of Chinese outbound travellers.
Top banner
728 x 90
jpg, swf < 39k
Background
1440 x 1300
jpg < 39k
Left Picture
345 x 510
jpg for homepage
Video Top banner
980 x 300
swf < 500k
Video less than 15s
Right Picture
300 x 510
jpg, swf < 39k

25. Why Premium Audience?
Utilise iClick XMO to connect to a wide selection
of supply sources - online channels, biddable
inventories and RTB-enabled exchanges- all within
one platform.
XMO audience data covers over 400 million
Internet users in Asia, with 200 million audience
profiles and over 200 million online transaction
cookies.
Select from 25 pre-built segments (custom
segments also available) classified by industries,
interests, and lifestyles.
25
XMO Business Person Segment
As Chinese economy blooms business, entrepreneurs are becoming increasingly wealthy. This audience
skews male, aged 25-55, living in first-tier Chinese cities, buy premium products and explore worldwide
trades and investments.

26. How XMO Works
26
A one-stop shop for aggregating, bidding and optimising inventory
across different channels in the most effective way.
Advertisers
1st Party
Data
XMO
iClick Propriety
Buy-side Platform
3rd Party
Data
Search Engines
Ad Exchanges
Publishers
Online
Users

27. Why Retargeting & How?
27
Stay engaged with audiences who already visited your website
but did not convert
Follow specific audiences wherever are in the internet and show
specific Lancome ads with strong call to action at least 3x per day
Show creative ads (banner recommended) based on the pages they
visited to make the ad experience more targeted and relevant

28. Search Engine Marketing
A well-planned SEM campaign structure not only gives ease to the management and
optimisation of keywords, ad copy and landing pages in the long-run, but it also helps
to acquire a better Quality Score from search engines due to the relevancy of
advertising materials.
Sample Keywords
“Sport Car” (shown in screenshot)
“Luxury Vehicle”
“Dealer Locations”

29. Re-define digital marketplace and advertising
performance with data, insight and innovations
www.i-click.com