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Brand Positioning
An uncompromising symbol of luxury, power, exclusivity, and extreme performance
Brand Voice
Brave, Unconventional, Authentic
Brand Tonality
Sophisticated, Aspirational & Credible
TASK
To prepare an alternative copy
for A/B testing the configuration page C.T.A
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ANALYSIS
'START' is a short and common verb. But it does not exude any pride or sense of personalisation about this premium possession.
'CONFIGURATION' is a technical term that the sophisticated profile of the Lamborghini users understands.
However, the word is long and can be perceived as nerdy terminology that may not resonate with all Lamborghini users.
Moreover, this is a brand that exudes pride in its unique hexagonal and Y-shaped design elements.
So, a design-aligned CTA will be a strong alternative.
REWORK APPROACH
The shortlisted options are :
Option A
Option B
Option A has retained the element of 'configuration'. However, this CTA has too many characters in it. Also, 'configure' has the mechanical/gadgetry essence of it.
In contrast, option B has fewer characters. Also, the word 'Craft' has a more aesthetic ring to it that will make the user feel like a designer-in-charge. This will appeal to both the aesthetic-centric and machine-centric users.
Another proposed variation:
End of Case Study