Iris Case Studies Lamborghini's Micro-Targeting Strategy: A Case Study in IoT and Digital Marketing

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	Lamborghini's Micro-Targeting Strategy: A Case Study in IoT and Digital Marketing Iris

Lamborghini's Micro-Targeting Strategy: A Case Study in IoT and Digital Marketing

Iris

Technology Category	Analytics & Modeling - Virtual & Augmented Reality Software Wearables - Virtual Reality Glasses, Headsets & Controllers
Applicable Functions	Sales & Marketing
Use Cases	Virtual Reality
Services	Testing & Certification
Challenge	Lamborghini, a luxury car brand, faced a unique challenge in marketing its new Huracan model. The brand's high-end status and the exclusivity of its customer base meant that traditional, broad-scale communication strategies were not suitable. Lamborghini needed a marketing approach that would uphold its brand stature while effectively reaching and engaging its niche target audience - the affluent few who could afford its products. The challenge was to create a unique, innovative, and personalized experience that would not only maintain the brand's prestige but also meet the high expectations of potential buyers. The company aimed to encourage its target audience to see the new Huracan at Monterey Car Week, a significant event in the automotive industry. Read More
About Customer	The customer in this case study is Lamborghini, a high-end luxury car brand known for its exclusive and high-performance vehicles. The brand is synonymous with luxury and prestige, catering to a niche market of affluent individuals who value exclusivity, performance, and cutting-edge design. Lamborghini's customers have high expectations and demand unique, innovative experiences that match the brand's stature. In this context, the company was looking to market its new Huracan model, aiming to attract potential buyers and enthusiasts to Monterey Car Week, a significant event in the automotive industry. Read More
Solution	Lamborghini adopted a micro-targeting and geo-targeting strategy, leveraging the power of IoT and digital marketing. The company created targeted lists based on net worth and household income to reach potential enthusiasts from the San Francisco market. These targets received premium printed direct mail and email communication that leveraged the “Senses” campaign. To provide a unique and immersive experience, test drivers received a pair of Google Goggles. These goggles allowed them to view a full 360 Virtual Reality drive from San Francisco to Monterey in a Huracan. This innovative use of technology provided a personalized and engaging experience, allowing potential customers to virtually experience driving a Huracan, thereby creating a strong incentive for them to test drive the car in real life. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Virtual & Augmented Reality Software

Wearables - Virtual Reality Glasses, Headsets & Controllers

Applicable Functions

Sales & Marketing

Use Cases

Virtual Reality

Services

Testing & Certification

Challenge

Lamborghini, a luxury car brand, faced a unique challenge in marketing its new Huracan model. The brand's high-end status and the exclusivity of its customer base meant that traditional, broad-scale communication strategies were not suitable. Lamborghini needed a marketing approach that would uphold its brand stature while effectively reaching and engaging its niche target audience - the affluent few who could afford its products. The challenge was to create a unique, innovative, and personalized experience that would not only maintain the brand's prestige but also meet the high expectations of potential buyers. The company aimed to encourage its target audience to see the new Huracan at Monterey Car Week, a significant event in the automotive industry.

About Customer

The customer in this case study is Lamborghini, a high-end luxury car brand known for its exclusive and high-performance vehicles. The brand is synonymous with luxury and prestige, catering to a niche market of affluent individuals who value exclusivity, performance, and cutting-edge design. Lamborghini's customers have high expectations and demand unique, innovative experiences that match the brand's stature. In this context, the company was looking to market its new Huracan model, aiming to attract potential buyers and enthusiasts to Monterey Car Week, a significant event in the automotive industry.

Solution

Lamborghini adopted a micro-targeting and geo-targeting strategy, leveraging the power of IoT and digital marketing. The company created targeted lists based on net worth and household income to reach potential enthusiasts from the San Francisco market. These targets received premium printed direct mail and email communication that leveraged the “Senses” campaign. To provide a unique and immersive experience, test drivers received a pair of Google Goggles. These goggles allowed them to view a full 360 Virtual Reality drive from San Francisco to Monterey in a Huracan. This innovative use of technology provided a personalized and engaging experience, allowing potential customers to virtually experience driving a Huracan, thereby creating a strong incentive for them to test drive the car in real life.

Impact #1	Lamborghini's innovative micro-targeting strategy resulted in a successful marketing campaign that effectively engaged its target audience. The use of Google Goggles and Virtual Reality technology provided a unique, immersive experience that resonated with the brand's affluent customer base. This approach not only upheld Lamborghini's brand stature but also met the high expectations of its customers, offering them a unique opportunity to virtually experience driving a Huracan. The campaign's success is evident in the number of test drives conducted and the wide reach of the program. This case study demonstrates the potential of IoT and digital marketing in creating personalized, engaging experiences for customers, particularly in the luxury market.

Impact #1

Lamborghini's innovative micro-targeting strategy resulted in a successful marketing campaign that effectively engaged its target audience. The use of Google Goggles and Virtual Reality technology provided a unique, immersive experience that resonated with the brand's affluent customer base. This approach not only upheld Lamborghini's brand stature but also met the high expectations of its customers, offering them a unique opportunity to virtually experience driving a Huracan. The campaign's success is evident in the number of test drives conducted and the wide reach of the program. This case study demonstrates the potential of IoT and digital marketing in creating personalized, engaging experiences for customers, particularly in the luxury market.

Benefit #1	7 San Francisco dealership test drives were conducted in a 14 day period after watching the VR
Benefit #2	The program reached over 15,000 prospects via email or direct mail

Benefit #1

7 San Francisco dealership test drives were conducted in a 14 day period after watching the VR

Benefit #2

The program reached over 15,000 prospects via email or direct mail

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Overview

Lamborghini's Micro-Targeting Strategy: A Case Study in IoT and Digital Marketing

Operational Impact

Quantitative Benefit