Brazilian Millennials | Ferrari

Saatchi & Saatchi Italy participated in a Ferrari pitch for Latin America, with three other global agencies. The challenge was to relaunch Ferrari perfumes in these markets and make the brand stand out from the average concepts of its competitors, transforming the perfume into the first choice of young urban Brazilians. The company called on CRICA consulting for a better understanding of the target market's mentality, desires, habits and best communication strategies.  We conducted original research by cross-referencing three different methodologies, in which we interviewed numerous people, followed some more on social networks and carried out in-depth participant observations in meaningful contexts for young Brazilians. The study helped Saatchi & Saatchi Italy choose the right creative path and win the Ferrari pitch.