MASERATI
Customer magazines, a leasing offer, and a retail/ digital semi-campaign concept with official partner Bulgari – that extended to the brand’s BEV models.
Agency: Geometry Global.
(For TOV and more CRM work, please see the Longform/ UX/ CRM section.)
MASERATI NEW OWNER MAGAZINE – WORLDWIDE – INTRO COPY
I researched and wrote the 44-page magazine.
The intro copy was based on a brand persona manifesto I’d developed.
At the time, deep blue was Maserati’s brand colour.
Agency: Geometry Global.
SAMPLE PAGE FROM MAGAZINE
CRM – TEST DRIVE EMAIL INVITE
For Maserati Quattroporte, targeting high net worth individuals.
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 such as ESC and BAS.
Digital and BEV executions shown further below. (The campaign didn’t run.)
DIGITAL EXECUTIONS
Bulgari Octo Maserati watches “accidentally” left in product shots all over 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 – 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 – CRM – WORLDWIDE
Included a 57-page magazine celebrating the heritage of Maserati and the Emilia-Romagna region. Plus a token for a share in a barrel of premium Aceto Balsamico.
The copy was based on my research of five Maserati spokespeople.
Some sample pages below.
Agency: Geometry Global.
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 CONCEPT – LEAFLET COVER FRONT AND REAR
(Visual idea and copy by me.)