The Motor Valley

A motivational event for a small group of Brazilian wholesalers.

Target

25 multi-brand Brazilian wholesalers, owners of companies with extremely high sales volumes .

Client

Multinational manufacturer of product rangesincluding personal care, household cleaning, and laundry detergents.

Destination

Milano and Maranello.

This trip was part of a wider project offering higher education to customers as a reward and a loyalty program. Guests were in fact Brazilian wholesalers of a variety of brands who started their careers owning small retail shops to grow into much larger companies with huge volumes of sales thanks to the Brazilian booming economy in recent years.

OBJECTIVE

Following the brief of our client, the trip consisted of two parts: the first part mostly focused on education with a limited social program, the second part mainly dedicated to fun and entertainment.

The program started with three days in Milan and an ad hoc full immersion workshop at the famous Bocconi University. From Milan the selected group of guests was transferred to Maranello, seat of the Ferrari car factory. Being Felipe Massa the Brazilian pilot of F1 Ferrari cars, Ferrari has a special symbolic appeal for Brazilians. At Maranello they enjoyed a number of special designed activities among which an exclusive visit of the Ferrari Museum where, welcomed by the director, they could learn about the Ferrari’s concept of man / employee being the center of production to end with dinner in the impressing Victory Hall, the room hosting all of the winning F1 Ferrari cars. Before leaving Maranello, guests had a surprising last activity organized: driving a real sport Ferrari car on a local track.