I have 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.)
PR AND SHOWROOM ACTIVITY
The brief was to communicate how good Maseratis are to drive without electronic assistance.
The solution was to leave Bulgari Octo Maserati official partner watches on the bonnets of showroom cars.
The watch doesn't need electronic assistance.
Neither does the car.
Yes, this Maserati comes with the latest 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 mechanical craftsmanship.
To fully experience made-in-Maranello, switch on the ignition and nothing else.
The watches are also left in product shots on the Maserati website. (Below.)
The mechanical craftsmanship message pops up when users hover over them.
FINANCING OFFER – DEALERSHIP LEAFLET COVER
Maserati is attempting to establish itself in the mid-size saloon market with the Ghibli, without loosing premium tone.
(Visual concept and copy by me.)
NEW OWNERS' WELCOME PACK
Included a 33-page magazine celebrating the heritage of Maserati and the Emilia-Romagna region.
The content was based on my research and interviews with five Maserati brand ambassadors. Sample pages below.
SAMPLE PAGES FROM NEW OWNERS' MAGAZINE – FEATURING BRAND AMBASSADOR MASSIMO BOTTURA
The Michelin star chef scours the Emilia-Romagna region in his Maserati Ghibli, sourcing fine ingredients.
(The quote is one I cooked up for him.)