MASERATI
Customer magazines, a leasing offer, and a campaign concept with official partner Bulgari – that extended to the brand’s BEV models.
Agency: Geometry Global.
(For Maserati CRM work, please see 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.
SAMPLE PAGE
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 the 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.
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.
LEASING OFFER – LEAFLET COVER FRONT & BACK, AND DEALERSHIP DOOH.
(Visual concept/ copy by me.)