Online
Sales Promotion
Competition:
- Win custom Mulsanne Drivers
and GT3 drive with Han Han
- Promo via email and social media
Personal Selling: M:Commerce focus
Bentley WeChat VIP
- elevate 'fans' to VIPs
- access with purchase
The Mulsanne Driver customisation app
- available on both brands mobile websites
- In-store at Ferragamo flagships
- Built into Bentley Motors app
- Social Sharing capability
Advertising & Direct Marketing
Bentley for Ferragamo Collection
and Asia Le Mans banner ads
- targeting key fashion and sports
online publishers across E/SE Asia
PR
Ambassador: Han Han
- Weibo account take-over
Primary Social networks
- sharing prodcut information and
events coverage of Asia Le Mans
and Ferragamo pop-ups
Word of Mouth
Work with key online luxury
influencers
- Blogger outreach
AIM: Increase native inbound
links and online conversation
Offline
Sales Promotion
Personal event invites
for luxury influencers
Personal Selling
Pop-up driving shoe
customising salons
Ferragamo Asia
store network
Advertising
POS In-store
Public Relations
Asia Le Mans event tie in
- Bentley GT3 racing
- Han Han ambassador promo
- Driving shoe pop-up VIP area
Direct Marketing
Mobile app GPS
- Alerts users to nearby
Ferragamo store and
pop-ups