I worked on global digital, content, e-CRM, dealership and tone of voice briefs.
Agency: Geometry Global Frankfurt.
(See Digital/ Long Copy section for eCRM work.)
PR AND SHOWROOM ACTIVITY
The client’s 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.
Bulgari Octo Maserati official partner watches included in some of the product shots on the Maserati website. (Below.)
The mechanical craftsmanship message pops up when users hover over them.
FINANCING OFFER – DEALERSHIP LEAFLET COVER (CONCEPT)
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 PAGE FROM NEW OWNERS' MAGAZINE – FEATURING BRAND SPOKESPERSON 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.)
SAMPLE PAGE FEATURING BRAND SPOKESPERSON MATTEO PANINI.
The Modena-based entrepreneur owns the Maserati Panini Museum and neighbouring organic Parmesan farm “Hombre.”
According to him, sound isn’t the only connection between Maserati and cheese. (See article for his explanation.)
INTRODUCTION TO OWNERS’ MAGAZINE 2017