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    Keynote by Matteo Sardi, Head of Communication at Ferrari

    Matteo Sardi is Head of Communication at Ferrari, which holds one of the strongest brands worldwide. At NEXT he shares his grains of communication gold.

    Sardi pinpoints the importance of making a great first impression on digital media. Social media, such as Facebook, has gradually been a great way to release product news and communicate with customers. Sardi points out how picking the right media is a basis before communicating with customers.

    Make people talk
    After choosing the appropriate social media, Sardi recommends an accurate media strategy, where first impression will matter for a long time. Posting exciting and relevant stories that will get in circulation throughout the web will appeal to the customers’ curiosity and keep the story hot and boiling for a long time.

    Involvement both online and offline
    Keeping a story alive and kicking is not only a matter of online activity. Creating real life events and contests are a way of linking the digital medias with offline engagement. Ferrari has engaged their fans by opening a contest, where the participants had to design their own Ferrari online through the car manufacturer’s website in order to take part in the contest and potentially win favorable prizes.

    Listen to your fans
    Sardi wraps up his talk by mentioning “social listening”. Brands have to listen to their customers and fans in order to engage in social media – without listening and acting on positive and negative comments online from their followers, a company will not be able to fully act on the behalf of the social media rules. A failure which can make a brand loose its credibility.

    Ferrari sure knows how to act wisely on social media – without spending a penny!


    How do you create one of the world’s largest brands without spending a penny on marketing? Admitted – you don’t. But if you take a look at some of the world’s largest brands, you sometimes come across marketing budgets so small, that you have to wonder. One of these brands is Ferrari.

    The legendary Italian car manufacturer’s history is shrouded with glamour and myths. It is actually one of these myths, that defines the essence of how Ferrari administers their brand. To put it briefly, you can draw up two key issues of Ferrari: Design and way of life.

    You will always be able to recognize a Ferrari on one of the four typical colours, red, yellow, black, or silver. The red colour is of course the “right one”. Additionally the design is characterised by the low profile of a sports car, the elegant sweeping curves, and the fabled logo with the rearing stallion. You never be in doubt when you see a Ferrari.

    The way of life, the stories about the races with proud traditions and mane playboys, is highly connected with a love for mechanics, pace and car races. A passion, which was a big part of the deceased founder of the company, Enzo Ferrari. Even though he wasn’t an engineer, or well educated in any way, actually he was a mechanic at Alfa Romeo before he founded his own company. His dream was to build amazing racing cars and with his persistence this was the main reason that maybe the best known sports car brand has reached this position.

    But what is your PR going to be like, when you’re sitting on the shoulders of a giant, and moreover never have used money on marketing and advertisement? Matteo Sardi can answer this question. He is Head of Communication at Ferrari and has furthermore created the fashion company WonderMode.com. At the NEXT Conference Matteo is going to provide exciting stories about marketing in a world full of gigantic brands. It will be a wild game, where traditional PR strategies meet the latest of psychoanalytic methods in an attempt to understand how the so-called modern consumer actually navigate.