Tonino Lamborghini Genuine Products Protection

Case Study

Overview

The Tonino Lamborghini brand is the epitome of a Made in Italy lifestyle. By remaining loyal to the tradition and heritage of the Lamborghini family and incorporating characteristic Italian values, Tonino Lamborghini creates products that distinguish those who own them as part of an exclusive club of lovers of beauty. 

However, theses aspirational qualities that the Tonino Lamborghini brand embodies unfortunately also catch the eyes of unscrupulous counterfeiters looking to make a quick buck. 

Read below to learn how Lamborghini partnered with OpSec to combat fakes. 

Business Challenges 

The luxury apparel and accessories sector is under constant threat of counterfeit and IPR infringements, and this remains one of the most significant threats to brand owners. 

Aspirational brands such as Tonino Lamborghini, which for over 35 years has been the epitome of a Made in Italy lifestyle. are at particular threat, with counterfeiters going to great lengths to emulate authentic products. 

For long-term, profitable growth it is vital that brand owners take ongoing action to ensure they remain ‘ahead of the game’ to protect their customers, brand values and revenues. 

Tonino Lamborghini management took a pro-active stance on this threat, working closely with OpSec to analyse the problems at hand and subsequently review and evaluate all possible solutions., 

Tonino Lamborghini needed a multi-faceted solution that also upheld their values of design, innovative style, and Italian flair. OpSec provide with an unrivalled range of fully integrated brand protection tools, covering the areas of optical, material and digital security. 

OpSec Solution 

Product Authentication 

As a leader in optical security for nearly 40 years, OpSec provides OVD (Optically Variable Device) technology to numerous global high security projects including national banknotes, passports and other government-issued documents. 

That same technology was leveraged to develop a highly secure holographic OVD label that would secure all Tonino Lamborghini products. The security hologram encompasses multiple overt, covert and forensic level security features and contains serial numbering with UIDs and a QR code. 

Premium Trim Products 

Luxury products necessitate high-end brand enhancement solutions. Tonino Lamborghini appealed to OpSec to provide a range of premium trim products that aligned with their brand values, and which would also be more difficult to for counterfeiters to emulate. 

Utilizing OpSec’s wide range of brand enhancement products and decades of experience in the apparel trims industry, a range of hangtags and a warranty card were developed incorporating advanced printing techniques and spot UV varnishes – all of which would incorporate the product authentication label. 

The PVC warranty card provides customers with a guarantee that they are buying an authentic Tonino Lamborghini product. 

Supply Chain Management  

The Trace InSight™ platform ensures the integrity of the global supply chain. All shipments of OpSec security labels are tracked to Tonino Lamborghini manufacturers meaning the location and status of every unique identifier (UID) is known at all times.  

As manufacturers apply the labels during production, they are required to declare within the Trace InSight platform, which UIDs have been used. Furthermore, manufacturers also associate additional data to the UIDs, indicating the type of product to which the label has been applied and the destination country where the finished product will be shipped. Any labels that are damaged during the production process are declared as ‘scrapped’ within the system.  

As products are authenticated in the market place using the OpSec InSight mobile app, enforcement staff can see immediately if the UID is valid, which type of product the label should be on, and in which country the product was intended to be sold. 

Online Brand Protection  

A key component of the solution is the active monitoring and consistent enforcement of high-priority channels to reduce the availability of Tonino Lamborghini products online.  

OpSec’s Online InSight™ platform automatically identifies and removes infringing listings, as well as detects patterns of top infringing sellers for further investigation. Activity, information and images that relate to online IP infringements are stored for legal and investigative purposes.  

This enables Tonino Lamborghini to better manage their brand and products on auction websites and marketplaces globally that may adversely be affecting their distribution strategy, brand integrity and revenues. 

Consumer Engagement  lamborghini ipad app

The final element of the solution was the consumer engagement program, enabled using OpSec’s Consumer InSight™ platform, which aimed to leverage the product label to enhance Tonino Lamborghini’s brand protection strategy and allow customers to engage directly with the brand.  

Customers are able to authenticate their purchase anywhere at any time using any off-the-shelf QR reader as well activate the warranty on their purchase, subscribe to the e-Newsletter, and subscribe to the Tonino Lamborghini Magazine.  

Available on both mobile and desktop applications, the Consumer InSight administrator dashboard provides Tonino Lamborghini with a complete analytical reporting tool displaying a range of standard customer engagement reports and the ability to create fully customised and ad-hoc reports. Key data and performance indicators can be viewed and shared ‘at a glance’ by utilizing charts and widgets.  

The module also authenticates and validates claims automatically based upon pre-determined criteria and can respond to customers with automated custom responses. Once submitted, warranty claims can be tracked and analysed throughout the complete process. 

Conclusion  

The luxury apparel and accessories sector is under constant threat of counterfeit and IPR infringements, and this remains one of the most significant threats to brand owners.  

Aspirational brands such as Tonino Lamborghini are at particular threat, with counterfeiters going to great lengths to emulate authentic products.  

For long-term, profitable growth it is vital that brand owners take ongoing action to ensure they remain ‘ahead of the game’ to protect their customers, brand values and revenues.  

Tonino Lamborghini management took a pro-active stance on this threat, working closely with OpSec to analyze the problems at hand and subsequently review and evaluate all possible solutions.  

In being able to provide a full suite of brand protection solutions, OpSec is unique in being able to take a ‘white-board’ approach to projects, seamlessly integrating optical security, trim products and a full suite of digital solutions including trace and trace, consumer engagement and online brand protection.  

The unique set of solutions implemented in the Tonino Lamborghini case ensures that suspected counterfeit products are found quickly and easily in the market place or distribution chain.  

All aspects of the project were successfully developed in close partnership, ensuring that an uncompromising level of authentication was delivered, while at the same time providing a set of premium trim products that would help enhance the brand and increase customer confidence.