WEBVTT - Ferrari Fandom, Supercharged by AI 0:00:00.200 --> 0:00:04.400 Welcome to Tech Stuff, a production from iHeartRadio. This season 0:00:04.440 --> 0:00:08.000 on Smart Talks with IBM, Malcolm Glabwell is back, and 0:00:08.039 --> 0:00:10.680 this time he's taking the show on the road. Malcolm 0:00:10.720 --> 0:00:14.840 is stepping outside the studio to explore how IBM clients 0:00:14.880 --> 0:00:18.880 are using artificial intelligence to solve real world challenges and 0:00:18.960 --> 0:00:23.120 transform the way they do business, from accelerating scientific breakthroughs 0:00:23.160 --> 0:00:27.640 to reimagining education. It's a fresh look at innovation in action, 0:00:28.080 --> 0:00:31.800 where big ideas meet cutting edge solutions. You'll hear from 0:00:31.840 --> 0:00:36.120 industry leaders, creative thinkers, and of course Malcolm Glabwell himself 0:00:36.360 --> 0:00:40.000 as he guides you through each story. New episodes of 0:00:40.040 --> 0:00:43.400 Smart Talks with IBM drop every month on the iHeartRadio app, 0:00:43.560 --> 0:00:47.360 Apple Podcasts, or wherever you get your podcasts. Learn more 0:00:47.400 --> 0:00:50.080 at IBM dot com, slash smart. 0:00:49.680 --> 0:01:00.600 Talks, pushkin. 0:01:05.880 --> 0:01:07.840 I never went to a Formula one race as a 0:01:07.920 --> 0:01:10.399 kid because we lived in southern Ontario and there was 0:01:10.480 --> 0:01:12.120 just one F one race in Canada. 0:01:12.640 --> 0:01:13.440 That race was in. 0:01:13.440 --> 0:01:17.480 Montreal, a good seven hour drive away. I never watched 0:01:17.600 --> 0:01:20.600 F one race on television either, because we didn't have 0:01:20.640 --> 0:01:24.480 a television, But what I did have was a subscription 0:01:24.600 --> 0:01:27.320 to the car magazine Road and Track and Roadent Track 0:01:27.440 --> 0:01:31.119 took f one very seriously. Every month my new issue 0:01:31.120 --> 0:01:34.600 would arrive, I would turn immediately to the long detailed 0:01:34.600 --> 0:01:38.000 account of that month's race, and I fell in love. 0:01:41.120 --> 0:01:43.840 It's been fifty years, but I can still rattle off 0:01:43.840 --> 0:01:45.800 the names of all the top drivers of that era 0:01:45.880 --> 0:01:50.640 from memory, James Hunt, Mario Andretti, Carlos Pace, Jacqueslafitte, and 0:01:50.720 --> 0:01:53.800 of course the greatest of them all, my adolescent idol, 0:01:54.120 --> 0:01:57.480 Nikki Lauda, who won two world championships in the mid 0:01:57.600 --> 0:02:00.480 nineteen seventies with Scoodery Ferrari. 0:02:01.320 --> 0:02:04.360 He was world championship material from the moment he joined 0:02:04.400 --> 0:02:07.360 the Ferrari team. 0:02:08.040 --> 0:02:11.080 There's no question that in seventy five seventy six I 0:02:11.200 --> 0:02:14.960 was reallydominating the whole thing without any mistake. 0:02:15.040 --> 0:02:16.080 So I did nothing wrong. 0:02:16.200 --> 0:02:18.120 I mean, this was perfect driving. 0:02:18.800 --> 0:02:21.240 If you had met skinny pre adolescent Malcolm in the 0:02:21.240 --> 0:02:24.359 mid nineteen seventies in rural Ontario, there's a good chance 0:02:24.400 --> 0:02:27.040 you would have seen me in my prize Ferrari T shirt. 0:02:27.320 --> 0:02:30.480 I was a fan, one of what the Italians called tifosi, 0:02:30.880 --> 0:02:33.639 a Ferrari devote, and that's what it meant to be 0:02:33.720 --> 0:02:37.880 a fan fifty years ago, t shirts, magazine stories and 0:02:37.919 --> 0:02:40.760 a big Nikki laut a poster on your wall. But 0:02:40.800 --> 0:02:43.880 what does it mean to be a fan today? Today 0:02:43.919 --> 0:02:46.280 we have the Internet and streaming and big data and 0:02:46.320 --> 0:02:48.840 AI and all the other accouterment of the digital age. 0:02:49.320 --> 0:02:57.880 Is there a chance to reinvent the meaning of fandom? 0:02:58.360 --> 0:02:58.919 My name is. 0:02:58.840 --> 0:03:02.120 Malcolm Gladwell listening to the latest episode of Smart Talks 0:03:02.120 --> 0:03:05.160 with IBM, where we offer our listeners a glimpse behind 0:03:05.200 --> 0:03:08.920 the curtain of the world of technology. In our first episode, 0:03:08.960 --> 0:03:12.320 we talked about how an AI assistant created with IBM 0:03:12.360 --> 0:03:17.720 watsonex helps future teachers practice responsive teaching. Our second episode 0:03:17.919 --> 0:03:21.359 was how a custom AI model could help Loreel's researchers 0:03:21.600 --> 0:03:23.760 shape the future of what we put on our faces 0:03:23.760 --> 0:03:28.560 every morning. In this episode, how IBM, one of the 0:03:28.560 --> 0:03:32.080 world's pre eminent technology companies, is joining up with one 0:03:32.120 --> 0:03:35.840 of the world's pre eminent racing brands to fundamentally change 0:03:35.840 --> 0:03:43.720 how fans interact with their favorite team. The size of 0:03:43.720 --> 0:03:48.280 the Scuderia Ferrari HP fan base is staggering. Three hundred 0:03:48.320 --> 0:03:51.800 and ninety six million people around the world identify as 0:03:51.880 --> 0:03:56.000 Ferrari fans three hundred and ninety six million. The only 0:03:56.040 --> 0:03:58.960 other fan bases that big belong to the iconic Premier 0:03:59.040 --> 0:04:04.120 League football team like Manchester United or Chelsea FC. I 0:04:04.120 --> 0:04:06.920 don't believe there is any other Formula one team that 0:04:07.040 --> 0:04:10.880 inspires that kind of devotion. Ferrari's job, then, isn't to 0:04:10.920 --> 0:04:14.280 necessarily grow its fan base. Three hundred and ninety six 0:04:14.280 --> 0:04:17.240 million is more than enough fans. Their job is to 0:04:17.320 --> 0:04:21.560 deepen the connection people feel with the scuderya Ferrari team. 0:04:21.760 --> 0:04:24.080 But if I'm Ferrari, how do I find out more 0:04:24.080 --> 0:04:26.840 about who my fans are, what they care about, what 0:04:26.880 --> 0:04:29.480 they want? How do I use my archives and data 0:04:29.560 --> 0:04:32.599 to create experiences that matter to them? How do I 0:04:32.640 --> 0:04:35.280 say to the guy who spent his childhood eagerly reading 0:04:35.400 --> 0:04:38.480 roadent Track every month? Here are other ways you can 0:04:38.520 --> 0:04:42.680 get involved with your favorite F one team today. The 0:04:42.720 --> 0:04:46.160 task of deepening an emotional connection in the digital age 0:04:46.520 --> 0:04:51.320 begins as an information problem, which is where IBM comes in. 0:04:52.400 --> 0:04:53.800 How would you describe what you do? 0:04:54.680 --> 0:04:57.160 I describe it as the probably the best job that IBM. 0:04:57.440 --> 0:04:58.960 Yeah, I was going to say, I was going to 0:04:59.040 --> 0:05:01.039 ask you, do you have the best job at IBM. 0:05:02.040 --> 0:05:02.599 I think so. 0:05:03.240 --> 0:05:06.200 I'm talking to Fred Baker, who leads sports and Entertainment 0:05:06.200 --> 0:05:09.560 for IBM consulting in Europe, the Middle East and Africa. 0:05:10.320 --> 0:05:13.320 You can probably guess from the accent he's FN New Zealand. 0:05:13.680 --> 0:05:16.000 We've had a really interesting range of experience over the 0:05:16.080 --> 0:05:18.560 past sort of five six years. We've worked with Premier 0:05:18.640 --> 0:05:22.400 League clubs like Liverpool Football. We've worked with England Rugby, 0:05:22.800 --> 0:05:26.560 Saint Andrew's Links. We also globally, we've got a global team, 0:05:26.640 --> 0:05:30.119 so we work with the Masters, the US Open, ESPN, 0:05:30.200 --> 0:05:32.800 Fantasy Football, the Grammys. 0:05:32.720 --> 0:05:35.160 You do the tennis stuff. Is it all under Europe? 0:05:35.200 --> 0:05:37.719 Yeah, so we do Wimbledon as well. Yep, that's under myrima. 0:05:38.120 --> 0:05:40.800 If you've ever watched Wimbledon on television, I'm sure you've 0:05:40.839 --> 0:05:43.680 seen at various moments a little IBM logo on the 0:05:43.680 --> 0:05:47.600 bottom of the screen. That's because IBM has been Wimbledon's 0:05:47.640 --> 0:05:52.960 official information technology partner since nineteen ninety. When the idea 0:05:52.960 --> 0:05:55.480 of a collaboration between Ferrari and IBM. 0:05:55.240 --> 0:05:56.039 Was first broached. 0:05:56.480 --> 0:05:59.120 Baker actually took people from Ferrari on a tour of 0:05:59.200 --> 0:06:02.240 IBM's wimbled An operation just so they could see what 0:06:02.320 --> 0:06:05.880 a tech company like IBM could do for a sports franchise. 0:06:06.680 --> 0:06:07.400 Which Wimbledon. 0:06:07.480 --> 0:06:10.839 Did you take them to last year's champs? 0:06:11.000 --> 0:06:12.920 Tell me what you showed them. 0:06:13.440 --> 0:06:16.000 We take them into what we call the bunker, so 0:06:16.240 --> 0:06:19.800 it's literally underground at the Champs, and showed them how 0:06:19.839 --> 0:06:23.680 we bring everything to life from the data capture off 0:06:23.680 --> 0:06:28.360 the courts, how we real time categorize, serve all those 0:06:28.360 --> 0:06:30.800 points to broadcasters and serve them into the app the 0:06:30.800 --> 0:06:33.160 website for millions of fans around the world. They were 0:06:33.200 --> 0:06:34.080 really impressed by that. 0:06:34.760 --> 0:06:37.880 I'm also impressed by that IBM trained to say on 0:06:37.960 --> 0:06:40.840 the language of tennis, and not only the language of tennis, 0:06:41.160 --> 0:06:45.120 but specifically the language of tennis at Wimbledon. 0:06:45.320 --> 0:06:49.800 So it can then decipher what an unforced era or 0:06:49.839 --> 0:06:53.240 a winner or a lob or you know, idiosyncrasies in 0:06:53.279 --> 0:06:55.080 the language. It can decipher all of that, and then 0:06:55.120 --> 0:06:57.200 it can also tell what is a broadcast like to 0:06:57.240 --> 0:07:00.839 talk about that is interesting to a fan. We've trained 0:07:00.839 --> 0:07:03.160 it so it can not only analyze everything going on 0:07:03.200 --> 0:07:07.160 in the match, it can analyze past performances and rationalize 0:07:07.440 --> 0:07:11.480 results based on conditions or form and then make predictions 0:07:11.520 --> 0:07:13.800 that fans can learn from, but it can also pull 0:07:13.840 --> 0:07:18.600 out on the spot really interesting milestones, moments, data points 0:07:18.640 --> 0:07:21.040 that then come out of the mouth of a broadcaster. 0:07:21.920 --> 0:07:24.520 IBM is running an AI model that has been trained 0:07:24.600 --> 0:07:27.760 on huge amounts of tennis data in order to give 0:07:27.840 --> 0:07:31.480 human broadcasters ideas on what they can talk about. And 0:07:31.520 --> 0:07:35.240 it all takes place underground, right near the courts. 0:07:35.720 --> 0:07:39.600 It's literally like it's the underground floor of the broadcast 0:07:39.600 --> 0:07:42.600 center at Wimbledon. It's literally almost under the courts. 0:07:42.880 --> 0:07:44.440 Is IBM got the entire bunker? 0:07:45.160 --> 0:07:45.600 Yeah? 0:07:45.640 --> 0:07:46.600 How big is the room? 0:07:48.400 --> 0:07:50.440 I'm sure our team would like it to be bigger, 0:07:50.440 --> 0:07:54.480 but it's big enough. There's probably thirty forty IBM is 0:07:54.520 --> 0:07:59.040 down there. Man. Seeing it live is just really impressive 0:07:59.040 --> 0:08:02.200 when you see how much which work and intelligence goes 0:08:02.240 --> 0:08:05.040 on to then make an end experience for a fan 0:08:05.080 --> 0:08:09.960 that is really beautiful and representative of their brand and tradition. 0:08:10.960 --> 0:08:14.560 IBM's goal in taking Ferrari to the Wimbledon bunker was 0:08:14.600 --> 0:08:17.040 to show them what it looks like to harness the 0:08:17.040 --> 0:08:20.040 power of data and how this could help shape Scuderia 0:08:20.080 --> 0:08:24.760 Ferraris fan and digital experiences. Could AI learn the language 0:08:25.000 --> 0:08:28.480 of Scuderia Ferrari. What was the original app like before 0:08:28.520 --> 0:08:32.320 IBM got involved. I'm speaking with Stefano Pollard, who runs 0:08:32.320 --> 0:08:34.640 fan development for Ferrari's F one team. 0:08:34.800 --> 0:08:38.199 It was quite a good app, a very good digital product, 0:08:38.200 --> 0:08:41.760 but just an editorial product. So we were providing fans 0:08:42.040 --> 0:08:45.760 news and videos, articles and it was mainly about that. 0:08:46.440 --> 0:08:49.520 The strategy and the idea was trying to use the 0:08:49.559 --> 0:08:53.280 app to have a deeper connection and interaction with our fans, 0:08:53.320 --> 0:08:57.960 make it more interactive, So turning it from an editorial product, 0:08:58.200 --> 0:09:01.200 which was a very good editorial product, to a more 0:09:01.559 --> 0:09:03.800 interactive product, digital product. 0:09:03.600 --> 0:09:07.000 With such a massive undertaking. I asked Stephen how it 0:09:07.040 --> 0:09:09.400 all started once IBM got involved. 0:09:10.280 --> 0:09:13.080 We started really with a very long couple of months 0:09:13.160 --> 0:09:16.920 of discovery phase. So looking at the current app, looking 0:09:16.960 --> 0:09:20.040 at fans, looking at what fans wanted from an app. 0:09:20.320 --> 0:09:22.240 Tell me a little bit more about that phrase something 0:09:22.280 --> 0:09:25.080 a fan wanted? What is it that the super fan 0:09:26.280 --> 0:09:30.000 wasn't getting before? That was something that would tie them 0:09:30.000 --> 0:09:31.040 even closer to Ferrari. 0:09:31.679 --> 0:09:36.480 Having run some focused group, having having read of market research, 0:09:36.520 --> 0:09:39.400 having spoken to fans, and being a fan. The strongest 0:09:39.480 --> 0:09:43.320 inside is Feridy Fans and super fans want to be 0:09:43.480 --> 0:09:46.640 part of something, want to belong to something, so they 0:09:46.679 --> 0:09:49.120 want to be part of a community, and ultimately they 0:09:49.120 --> 0:09:52.319 want to be part of a winning team, so they 0:09:52.360 --> 0:09:55.160 want to feel closer and get access. 0:09:59.720 --> 0:10:03.400 The way Steffan aside, The opportunity wasn't with race days 0:10:03.960 --> 0:10:06.400 when the cars are on the track, the tafosi are 0:10:06.440 --> 0:10:09.720 already locked in, but there was an opportunity to engage 0:10:09.720 --> 0:10:12.800 Ferrari fans on the other days of the week or 0:10:12.880 --> 0:10:13.840 during the off season. 0:10:14.200 --> 0:10:17.640 Formula One is so much more than just the race. 0:10:17.960 --> 0:10:19.160 This is Fred Baker again. 0:10:19.480 --> 0:10:23.240 What we can do is relive the race and bring 0:10:23.280 --> 0:10:26.480 it to life after the fact. We can help them prepare, 0:10:26.520 --> 0:10:28.440 we can help them relive the past, and we can 0:10:28.480 --> 0:10:31.640 also bring the experience around race weekend to life as well. 0:10:32.200 --> 0:10:35.160 That of course, maybe wonder how do you engage fans 0:10:35.200 --> 0:10:39.040 when there's not a race happening. Baker says it all 0:10:39.080 --> 0:10:43.080 comes back to data and information. Talk a little about 0:10:43.160 --> 0:10:46.840 data collection, because you're talking about a brand with tentacles 0:10:46.840 --> 0:10:48.920 everywhere and you're trying to bring a lot of that 0:10:48.960 --> 0:10:50.120 stuff together in the app. 0:10:50.640 --> 0:10:53.880 This is an organization that has for decades used data 0:10:54.240 --> 0:10:58.720 for racing the performance, it's not historically use that data 0:10:58.800 --> 0:11:02.520 for one in the world to see. What we're trying 0:11:02.520 --> 0:11:04.000 to do is expose as much of it as we 0:11:04.040 --> 0:11:06.800 can to fans. So part of collecting the data the 0:11:06.880 --> 0:11:09.320 challenge with around how you go across all the disparate 0:11:09.480 --> 0:11:13.360 different groups that collect data for different purposes. The team 0:11:13.400 --> 0:11:15.920 that collects data on tires, the team that has data 0:11:15.960 --> 0:11:19.360 on drivers, on whether or on competitors, and so on. 0:11:20.040 --> 0:11:22.200 So you're trying to bring all that together and source 0:11:22.240 --> 0:11:25.320 it and make sense of it and train ouri to 0:11:25.440 --> 0:11:28.839 understand what it means, what things on team radio mean, 0:11:29.080 --> 0:11:33.560 what nicknames mean, what abbreviations and slang and idiosyncrasies on 0:11:34.080 --> 0:11:37.400 car specifics and track specifics and so on mean. And 0:11:37.440 --> 0:11:41.120 you're also trying to design for something that is going 0:11:41.160 --> 0:11:45.560 to be fan engaging but also appropriate to all the 0:11:45.600 --> 0:11:50.160 sensitivities of the privacy that's necessary. So you want it 0:11:50.200 --> 0:11:51.880 to be able to do all of that, collect all 0:11:51.920 --> 0:11:55.719 the data, produce something for fans in an automated way, but. 0:11:55.720 --> 0:11:59.240 In order to design something to expertly engage the tafosi 0:12:00.000 --> 0:12:03.360 necessary to understand more about the passion and the type 0:12:03.360 --> 0:12:07.680 of national identity behind the fan base. You need to 0:12:07.720 --> 0:12:09.160 get inside the mind. 0:12:08.920 --> 0:12:09.640 Of the super fan. 0:12:11.080 --> 0:12:13.240 If you wanted to meet some modern day to Fosie 0:12:13.280 --> 0:12:15.439 in the United States, you could head to a bar 0:12:15.600 --> 0:12:19.920 in Midtown Manhattan called Fela. Every race day, Formula One 0:12:19.960 --> 0:12:23.319 fans gathered Feala to cheer on their favorite drivers, their 0:12:23.320 --> 0:12:28.880 favorite teams, and I mean really cheer. I sent our 0:12:28.880 --> 0:12:31.480 producer Jake Harper to Feala on the day of the 0:12:31.480 --> 0:12:34.520 Canadian Grand Prix so you could see the fandom up close. 0:12:35.240 --> 0:12:38.280 The bar gets loud and so crowded it's hard to move. 0:12:38.880 --> 0:12:42.400 Today the room is packed with Scuderia Ferrari HP fans. 0:12:42.720 --> 0:12:44.200 Even your glasses are Ferrari. 0:12:44.280 --> 0:12:46.480 I just noticed that Jake talked to a Ferrari fan 0:12:46.559 --> 0:12:49.920 named Gino who was dressed head to toe in Ferrari's 0:12:50.040 --> 0:12:51.840 signature red and black. 0:12:51.760 --> 0:12:54.760 And my shoes are Ferraria. Fully checked out. 0:12:54.800 --> 0:12:56.559 They were making fun of me last time I was here. 0:12:56.600 --> 0:12:59.040 They're like, is your underwear Ferrari? And I texted my 0:12:59.040 --> 0:13:01.480 girlfriend like, I need Ferrari underwear? 0:13:02.400 --> 0:13:05.400 Did you get it yet? Not yet, I'll work on it. 0:13:05.600 --> 0:13:08.240 Gino's fandom started with Ferrari as a brand. 0:13:09.160 --> 0:13:10.040 I love the cars. 0:13:10.160 --> 0:13:12.200 I think the four fifty eight sCOD areas like the 0:13:12.280 --> 0:13:15.880 pinnacle of automotive engineering. That's my dream car. The four 0:13:15.920 --> 0:13:18.280 point thirty with the glass house for the engine, I mean, 0:13:18.280 --> 0:13:21.520 that's They're all gorgeous. There's always been an aspiration of 0:13:21.559 --> 0:13:26.000 mine the own one, so that naturally made me gravitate 0:13:26.080 --> 0:13:28.640 towards Ferrari. Even when the company I worked for a 0:13:28.760 --> 0:13:34.880 sponsored AMG Petronis, I was secretly like hiding my taposi 0:13:36.040 --> 0:13:37.120 at the races, like. 0:13:37.200 --> 0:13:40.480 Clark Kenton Superman. You're just hiding the uniform underneath. I 0:13:40.520 --> 0:13:41.280 love that. I love that. 0:13:41.360 --> 0:13:43.720 Yeah, I was wearing a Ferrari shirt underneath my suit. 0:13:44.400 --> 0:13:46.840 In one sense, Gino is typical of what Ferrari has 0:13:46.920 --> 0:13:49.600 learned about its followers. A lot of F one fans, 0:13:49.880 --> 0:13:53.880 especially newer fans, are fans of drivers, but the tafosi 0:13:54.400 --> 0:13:57.640 love Ferrari. It's the oldest brand in Formula One, the 0:13:57.679 --> 0:14:00.240 only team that has stuck around since the series was 0:14:00.280 --> 0:14:04.360 founded in nineteen fifty. But in another sense, Gino is 0:14:04.440 --> 0:14:07.280 not typical. He lives in New York. He can go 0:14:07.320 --> 0:14:09.800 to Fala to celebrate F one with other tefhosi. 0:14:10.040 --> 0:14:13.000 I'm a big racing fan, and coming to this bar, 0:14:13.840 --> 0:14:15.520 I found a bunch of people that were in a 0:14:15.760 --> 0:14:16.120 F one. 0:14:16.160 --> 0:14:16.800 Now I'm at this. 0:14:16.800 --> 0:14:20.600 Bar every weekend, just about with four or five friends 0:14:20.600 --> 0:14:22.040 that I made just through racings. 0:14:23.560 --> 0:14:26.240 But lots and lots of Scuderia Ferraris three hundred and 0:14:26.320 --> 0:14:29.120 ninety six million fans don't live in a big city 0:14:29.120 --> 0:14:31.840 with a Ferrari bar, and lots of those three hundred 0:14:31.840 --> 0:14:34.680 and ninety six million fans aren't the kind of hardcore 0:14:34.760 --> 0:14:37.360 fan who dressed head to toe in Ferrari's signature red 0:14:37.360 --> 0:14:42.280 and black. A group that large is diverse, necessarily, and 0:14:42.320 --> 0:14:44.800 one of the first tasks that IBM and Ferrari set 0:14:44.800 --> 0:14:47.840 out to do was to understand the full range of 0:14:47.880 --> 0:14:53.000 the tafosi phenomenon. People like Gino hardcore fans. They were easy, 0:14:53.240 --> 0:14:56.320 they would follow Scuderia Ferrari HB anywhere it wanted to go. 0:14:56.920 --> 0:15:00.359 But who else was out there? The most interesting. 0:15:00.080 --> 0:15:02.720 Addition to the F one fan base were those who 0:15:02.720 --> 0:15:07.880 watched the phenomenally successful Netflix documentary Drive to Survive. These 0:15:07.960 --> 0:15:12.200 tended to be newcomers to the sport, more Americans than Europeans. 0:15:12.800 --> 0:15:17.000 What was their emotional perspective, what did they want here's 0:15:17.000 --> 0:15:19.800 Fred Baker again, the guy with the coolest job at IBM. 0:15:20.040 --> 0:15:21.760 If I'm a passionate fan, I want to read a 0:15:21.760 --> 0:15:24.880 totally different thing on the app to a casual fan 0:15:24.920 --> 0:15:28.440 who is of the Netflix Drive to Survive generation versus 0:15:28.920 --> 0:15:31.040 you know, some really niche personas that we found that 0:15:31.320 --> 0:15:34.560 are super interested but don't find it accessible yet until 0:15:34.560 --> 0:15:37.520 we start to deliver to quite different needs that they have. 0:15:37.760 --> 0:15:40.840 Working with IBM WATSONEX, Baker and his team began to 0:15:40.920 --> 0:15:46.000 develop personas archetypes of all the possible kinds of Ferrari fans, 0:15:46.560 --> 0:15:48.800 because if Ferrari wanted to get better at talking to 0:15:48.840 --> 0:15:52.040 their fans, they had to understand who the fans were. 0:15:52.680 --> 0:15:56.400 And the personas are helping Ferrari and IBM create an 0:15:56.400 --> 0:15:59.880 app that caters to the tafosi in all their iteration. 0:16:01.400 --> 0:16:03.720 How many personas did you come up with? 0:16:04.400 --> 0:16:06.680 I think we had over ten in the end, maybe 0:16:06.720 --> 0:16:09.480 a dozen. And this is different archetypes of people. Even 0:16:09.520 --> 0:16:12.440 that process is helped by AI, so we train AI 0:16:12.600 --> 0:16:15.240 to help us develop out a persona. We can get 0:16:15.840 --> 0:16:19.640 really detailed as to what each archetype is and their 0:16:20.320 --> 0:16:23.160 hobbies and backgrounds and so on. So our own WATSONEX 0:16:23.200 --> 0:16:27.120 helped us in developing those personas, like our research helped 0:16:27.160 --> 0:16:30.640 us uncover a segment of middle aged women in China 0:16:30.720 --> 0:16:34.680 who Ferrari is a real status symbol and they're really 0:16:34.680 --> 0:16:37.080 interested in the Scuderia Ferrari brand and now they can 0:16:37.080 --> 0:16:41.240 engage more with it, but it wasn't yet accessible or 0:16:41.280 --> 0:16:43.800 inclusive enough for them to feel comfortable doing so. Real 0:16:43.840 --> 0:16:47.320 spectrums of fans across those dozen personas that we had 0:16:47.320 --> 0:16:47.800 to design. 0:16:47.840 --> 0:16:52.720 For give me some more examples of personas. Can you 0:16:52.760 --> 0:16:54.280 give me a couple more just so get a flavor? 0:16:54.440 --> 0:16:56.520 Yeah? Sure. So the other obvious one is the Drive 0:16:56.560 --> 0:16:59.480 to Survive fan and that they're probably not a die 0:16:59.520 --> 0:17:01.960 hard all their lives Scouterier Ferrari fan, but they've really 0:17:02.000 --> 0:17:04.440 got into the more social side of formula one that's 0:17:04.480 --> 0:17:07.680 been born out of the really popular series Drive to 0:17:07.720 --> 0:17:10.800 Survive on Netflix. You then have gamer personas who are 0:17:10.840 --> 0:17:15.479 into esports is growing massively in motorsport, and they're probably 0:17:15.480 --> 0:17:17.920 not necessarily into the real life racing quite so much, 0:17:17.960 --> 0:17:19.840 but they're certainly into gaming, So how do you appeal 0:17:19.880 --> 0:17:22.400 to them. Then casual fans who are sort of into 0:17:22.400 --> 0:17:25.080 the luxury of scudo Ferrari, but not the sport necessarily 0:17:25.720 --> 0:17:29.000 do it. Personas have names, Yeah, I mean we give 0:17:29.000 --> 0:17:31.479 them human names too. We had a Max, we had 0:17:31.520 --> 0:17:34.400 an Alfonso. I think we had a Pedro. 0:17:35.200 --> 0:17:38.240 Two women in China. Is she watching F one or 0:17:38.320 --> 0:17:40.800 is she interested more in the brand and what it signifies? 0:17:40.920 --> 0:17:43.560 Yeah, more in the brand and being part of a community. 0:17:43.880 --> 0:17:46.480 If I'm that persona in China, then I probably don't 0:17:46.520 --> 0:17:50.680 feel like I belong to it truly yet, but I'd 0:17:50.720 --> 0:17:52.560 love to feel like I do, so I could start 0:17:52.560 --> 0:17:55.040 to become a part of a digital community, learn more 0:17:55.040 --> 0:17:59.560 about the brand, probably get access to exclusive merchandise, or 0:18:00.320 --> 0:18:03.200 you know, if I can't necessarily own a Ferrari car, 0:18:03.240 --> 0:18:05.560 which let's face it, not many people can. And if 0:18:05.560 --> 0:18:07.440 we're relyinged only on the people who can own a car, 0:18:07.480 --> 0:18:09.720 then we're probably not going to get much engagement. So 0:18:09.800 --> 0:18:12.199 how do we make others feel that they're still a 0:18:12.240 --> 0:18:13.800 part of that community. 0:18:14.560 --> 0:18:16.240 This is what I mean when I say the task 0:18:16.280 --> 0:18:18.960 of relating to the Ferrari fan base is a data 0:18:19.080 --> 0:18:23.760 and information problem. It's about collecting, organizing, and analyzing the 0:18:23.800 --> 0:18:27.440 needs and wants of an enormous pool of people and 0:18:27.520 --> 0:18:31.640 speaking to each of them in their own emotional language. 0:18:32.480 --> 0:18:33.280 Giving all the work. 0:18:33.160 --> 0:18:36.520 Fred put into understanding Ferrari's fan base, I was curious 0:18:36.560 --> 0:18:40.280 to know how his framework would categorize me. I want 0:18:40.320 --> 0:18:43.800 to figure out which persona I am, So I'll describe 0:18:43.800 --> 0:18:44.200 to my. 0:18:44.640 --> 0:18:45.600 Relationship to Ferrari. 0:18:45.720 --> 0:18:51.320 You tell me so what I am is a huge car, 0:18:51.560 --> 0:18:57.639 not so like all cars. Yeah, obsessively collect on a 0:18:57.720 --> 0:19:03.679 very limited stage, benaged cars, read serious car magazines, been 0:19:03.720 --> 0:19:06.480 a lot of time. My car websites have a historical 0:19:06.520 --> 0:19:08.960 relationship to have one because I grew up with Nikki 0:19:09.000 --> 0:19:13.919 Lauder battling James Hunt in loudest for our years. I 0:19:13.920 --> 0:19:17.919 have a get nostalgic connection. Went to Italy with my 0:19:18.160 --> 0:19:21.639 nephew and went to the Ferrari factory and rented one 0:19:21.640 --> 0:19:25.600 of those to drive around, you know, and I follow 0:19:25.640 --> 0:19:25.960 that F one. 0:19:25.960 --> 0:19:26.399 But I wouldn't. 0:19:26.400 --> 0:19:28.760 I would don't think I would ever go to an 0:19:28.920 --> 0:19:31.360 I wouldn't fly to Miami for F one Miam. 0:19:31.400 --> 0:19:34.720 I wouldn't go that far. And I don't have time 0:19:34.760 --> 0:19:37.160 to watch F one on TV on a regular basis. 0:19:37.600 --> 0:19:41.560 But I'm interested, and I have a red Ferrari T 0:19:41.640 --> 0:19:44.399 shirt which I've been known to wear and if you 0:19:44.760 --> 0:19:46.800 if I ever got really rich, would I buy a 0:19:46.800 --> 0:19:47.000 for Aur? 0:19:47.160 --> 0:19:49.800 Yes? I would. Okay, So where am I? Where am 0:19:49.840 --> 0:19:51.879 I in your breakdown? 0:19:52.160 --> 0:19:55.600 Yeah? I think you're probably a combination of the I 0:19:55.640 --> 0:19:59.879 think it's casual loyalist. It's not gonna not gonna overtly 0:20:00.600 --> 0:20:02.840 go out of their way to sort of spend money 0:20:02.840 --> 0:20:04.840 on the racing, but they are loyal to the Ferrari 0:20:04.920 --> 0:20:07.439 brand and they have nostalgia with it or whatever it 0:20:07.480 --> 0:20:09.959 might be. And then the luxury enthusiasts as well, so 0:20:10.320 --> 0:20:13.359 and that type of fan. You're right, We're probably not 0:20:13.359 --> 0:20:15.240 going to engage you by doing a ton more on 0:20:15.320 --> 0:20:18.639 race weekend, but we can engage you by bringing this 0:20:18.880 --> 0:20:24.920 hugely rich amount of archive material, footage, feelings and past 0:20:25.080 --> 0:20:29.600 drivers of yesteryear, by bringing them to life. 0:20:35.119 --> 0:20:39.840 In zero an app that you saw another brand doing 0:20:40.240 --> 0:20:42.040 that served as a kind of model. I don't mean 0:20:42.080 --> 0:20:45.520 within f one, I'm talking about it from any other film. 0:20:45.800 --> 0:20:50.920 On top of being a very sport passionate, I'm let's say, 0:20:51.040 --> 0:20:55.119 a marketing passionate, a digital passionate guy. So I have 0:20:55.160 --> 0:20:57.240 a lot of apps and he also for my job, 0:20:57.280 --> 0:20:59.960 I tried to look at different markets in different apps. 0:21:00.160 --> 0:21:03.240 As we were talking, I was thinking about Strava. I'm 0:21:03.240 --> 0:21:06.120 a huge Stravahead. It's my favorite app. If you don't 0:21:06.160 --> 0:21:09.200 already know, Strava is used by millions of active people 0:21:09.240 --> 0:21:11.760 around the world. I'm a runner and the app shows 0:21:11.760 --> 0:21:14.600 me a map of where I went, how fast I ran, 0:21:15.040 --> 0:21:17.119 what my heart ray was, what the weather was on 0:21:17.200 --> 0:21:17.480 and on. 0:21:17.840 --> 0:21:19.040 Are you a cyclostore runner? 0:21:19.080 --> 0:21:19.639 I'm a runner. 0:21:19.680 --> 0:21:20.240 I'm a runner. 0:21:20.480 --> 0:21:24.520 I run marathons and ultra marathons. I did lights see 0:21:24.600 --> 0:21:25.719 one hundred kilometers. 0:21:25.840 --> 0:21:29.640 As it turns out, Stefano is a Stravahead too. Right 0:21:29.640 --> 0:21:31.960 after I spoke to him, I followed him on Strava. 0:21:32.200 --> 0:21:34.239 He and I run roughly the same distance every day 0:21:34.280 --> 0:21:36.479 at the same pace, and if I'm ever in Milan, 0:21:36.720 --> 0:21:38.720 I'm almost certainly going to look him up to see 0:21:38.760 --> 0:21:40.399