I worked on global digital, content, e-CRM, retail/dealership and tone of voice briefs for the brand.
Agency: Geometry Global Frankfurt.
(See "Digital/Long copy" section for eCRM and tone of voice work.)
GHIBLI FINANCING OFFER – COVER FOR DEALERSHIP LEAFLET
Maserati is trying to establish itself in the mid-size saloon market with the Ghibli, but without losing premium appeal.
(Visual concept and copy by me.)
NEW OWNERS' WELCOME PACK
Included a 33-page welcome magazine celebrating the heritage of Maserati and the Emilia-Romagna region.
The copy was based on research I carried out and interviews with five Maserati brand ambassadors.
SAMPLE PAGE FROM MAGAZINE – FEATURING BRAND AMBASSADOR MASSIMO BOTTURA
The Michelin star chef scours the Emilia-Romagna region in his Maserati Ghibli, in order to source fine ingredients.
(Quote by me.)
"MECHANICAL GEMS" – DEALERSHIP AND PR ACTIVITY
Bulgari Octo Maserati official partner watches are left out on the bonnets of showroom cars.
The watch doesn't need electronic assistance.
Neither does the car.
Yes, this Maserati comes with the latest, most advanced systems such as ESC and BAS.
But they’re only there for drivers who require them.
Like our official partner Bulgari, we still believe in building mechanical gems.
Not electronic ones.
To fully experience made-in-Maranello, you just switch on the ignition – and nothing else.