MASERATI
A customer mag, test drive invite, leasing offer, and retail/ digital campaign concept with Bulgari official partner watches – that extended to the brand’s BEV models.
Agency: Geometry Global.
(More magazine content, CRM and TOV work in the Longform/ UX/ CRM/ TOV section.)
CUSTOMER MAGAZINE – SAMPLE PAGES – GLOBAL
I wrote the 29-page magazine based on research of five Maserati spokespeople, including three-star Michelin chef Massimo Bottura, (above).
Massimo scours the Emilia-Romagna region in his Maserati Ghibli, sourcing fine ingredients. The quote’s one I cooked up for him.
SAMPLE PAGES FEATURING ENTREPRENEUR MATTEO PANINI
Matteo owns the Maserati Panini Museum and neighbouring organic Parmesan farm “Hombre”.
The article explores parallels between cheese and automobile craftsmanship in the Emilia-Romagna region.
TEASER LETTER – FOR NEW OWNER MAGAZINE/ WELCOME PACK
Sent in advance of the customer receiving their car.
I wrote the letter for brand spokesperson Massimo Bottura – based on his story about mechanical cherry picking, which I came across during research.
CRM – TEST DRIVE INVITE – MASERATI QUATTROPORTE – GLOBAL
(The email states that all quotes were “provided by real Maserati clients”. They were actually fabricated by myself.)
LEASING OFFER CONCEPT – LEAFLET COVER AND REAR
(Visual concept and copy by me.)
RETAIL/ DIGITAL CAMPAIGN – COLLAB WITH BULGARI OFFICIAL PARTNER WATCHES
Client brief:
Communicate Maseratis are built balanced, so on track they don’t need nannying electronics such as ESC and BAS.
Solution:
Place Bulgari Octo Maserati watches on showroom car bonnets.
DIGITAL – WATCHES RANDOMLY INCLUDED IN WEBSITE SHOTS
On hover, the mechanical craftsmanship message pops up.
BEV SHOWROOM EXECUTION
Bulgari official partner watch displayed on BEV showroom models.
The showroom copy punchline becomes:
To fully experience made-in-Maranello, head for a track and switch on the electricity. Not the electronics.