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1. www.pitechplus.com
office@pitechplus.com
+40 722 11 11 00
Q1 & Q2 of 2012 brought Romanian luxury market a 30%
sales decrease,as compared to the similar semesters of
2011. Bucharest main luxury shopping avenue, Victoria
Street,has closed more than 40% of its stores,while Cocor
store, claimed to be a 30 million EU investment, did not
succeed to attract luxury tenants.
Once seated comfortably and waiting for their clients,many
luxury stores from Romania reached a moment of worry:
what to do in order to survive?
Open in 2009,Ferrari Store Bucharest is the third largest
Ferrari Store in the world, after the ones in Milano and
Maranello. It represents Ferrari’s twin soul of racing and
luxury, covering the entire range of Ferrari products
dedicated to Formula 1, GT enthusiasts, children and
collectors.
Due to this heritage (and the ownership in Romania),Ferrari
is positioned as THE elite, a brand that fascinates and
creates expectations,BUT it “succeeded” in creating on the
Romanian market a very enthusiastic audience for a very,
ultra, mega selective performing show.
“Ferrari Experience” was the umbrella-concept that united all 3
ways of reaching the audience:
 Ferrari Stories – a complex engagement program
with the store sales force that aimed to create a
shopping experience based on Ferrarinative heritage;
the employees have been trained to convert from
selling support into brand ambassadors. A shopping
tour at the store became a journey through Ferrari
legendary times
 “Duminici de Formula 1” – a series of events
dedicated to Formula 1 fans,where they could
watch the races live,right next to the Ferrari
Store*.The events also included FerrariStore
assisted tours & shopping sessions,
engagement mechanics between participants,
relevant awards and networking sessions
 Ferrari Experience – Blogging campaign –
audience’s key opinion leaders were invited to
live Ferrari Store experience and offer true
facts about the place Position Ferrari Store as a carefully designed
one-off space in which passionate and fans can
truly embrace the Ferrari experience
 Remove people’s perception that the store is
destined to the clients of Ferrari
- a DNA of exclusivity
Gaining awareness and sympathy through brand
experience, acting in 3 complementary directions:
1. Transform the shopping experience into a
brand experience
2. Become an adrenaline establishment for our
audience passion of Formula 1
3. Reach the audience with an internal message
from its key opinion leaders instead of an
external, commercial one
*the event takes place in Forza Rossa Café, an exclusive café situated under FerrariStore
 Around 200 relevant people present
at Ferrari Store events, more than
80% of them entering Ferrari Store
for the first time;
 The place became frequented by
the Romanian fashion
aficionados
 notable sales
growth during the
campaign period