MASERATI
Customer magazines, CRM copy and a leasing offer.
Plus a campaign concept with official partner Bulgari, which extended to the brand’s BEV models. (N.B. doesn’t strictly qualify as a campaign.)
Agency: Geometry Global.
(More Maserati CRM work in the “Just UX/ Digital/ CRM” section.)
NEW OWNER MAGAZINE 2017 – FRONT COVER – WORLDWIDE
Translation: “Welcome to the family”.
“REBELS IN DEEP CONSERVATIVE BLUE” – NEW OWNER MAGAZINE 2017 – INTRO PAGE
I researched and wrote the 20-page magazine.
The intro page was based on a tone of voice manifesto I’d developed.
At the time, deep blue was Maserati’s brand colour.
RETAIL – BULGARI OFFICIAL PARTNER “OCTO MASERATI” WATCHES PLACED ON SHOWROOM CAR BONNETS
The client brief: communicate that Maseratis are built balanced, so on track they don’t need nannying electronics.
Digital and BEV executions shown further below. (Campaign didn’t run.)
DIGITAL EXECUTIONS – BULGARI OCTO MASERATI WATCHES “ACCIDENTALLY” LEFT IN PRODUCT SHOTS ACROSS WEBSITE
On hover, the mechanical craftsmanship message pops up.
BEV EXECUTION – BULGARI OCTO MASERATI WATCH DISPLAYED ON BEV MODEL
The showroom copy punchline becomes:
To fully experience made-in-Maranello, head for a track and switch on the electricity.
Not the electronics.
CRM – MASERATI QUATTROPORTE TEST DRIVE INVITATION – WORLDWIDE
LEASING OFFER – LEAFLET COVER FRONT & BACK, AND DEALERSHIP DOOH.
(Concept visual/ words by me.)
NEW OWNER WELCOME PACK 2016 – TEASER LETTER – WORLDWIDE
Sent in advance of the customer receiving their car.
I wrote the story for brand spokesperson Massimo Bottura – the three-star Michelin chef – based on facts I came across during research.
NEW OWNER WELCOME PACK 2016 – CRM – WORLDWIDE
Included a 35-page magazine celebrating the heritage of Maserati and the Emilia-Romagna region. And a coupon for premium Aceto Balsamico.
Copy was based on my research of five Maserati spokespeople. Some sample pages below.
MAGAZINE SAMPLE PAGE – FEATURING BRAND SPOKESPERSON MASSIMO BOTTURA
Italy’s famous chef scours the Emilia-Romagna region in his Maserati Ghibli, sourcing fine ingredients. (The quote’s one I cooked up for him.)
SAMPLE PAGE FEATURING BRAND SPOKESPERSON MATTEO PANINI
The Modena-based entrepreneur owns the Maserati Panini Museum and neighbouring organic Parmesan farm “Hombre”.
In the article, parallels between cheese and automobile craftsmanship in the Emilia-Romagna region are explored.