MASERATI
The brief:
Communicate that Maseratis come with the latest electronic ESC and BAS systems – but as the cars are already perfectly balanced, track drivers prefer driving without them.
The idea:
Place Bulgari Octo Maserati official partner watches on showroom model bonnets, to kick-start a brand story.
Agency: Geometry Global.
(For CRM work, see “Just UX/Digital/CRM” section.)
SHOWROOM SALES TALKING POINT – “MECHANICAL CRAFTSMANSHIP”
The watch doesn't need electronic assistance.
Neither does the car.
Yes, it comes with the latest ESC and BAS systems.
But track drivers prefer driving without them.
Because like our official partner Bulgari, we still believe in mechanical craftsmanship.
Maserati builds cars that are balanced. Not cars that need balancing.
To fully experience made-in-Maranello, head for a track, switch on the ignition – and nothing else.
DIGITAL VERSION
Bulgari Octo Maserati watches are “left” in maserati.com product shots.
On hover, the mechanical craftsmanship message pops up.
NEW OWNER MAGAZINE 2017 – “REBELS IN DEEP CONSERVATIVE BLUE” – WORLDWIDE
I researched and wrote the 35-page magazine.
The intro page above was based on a tone of voice manifesto I’d done.
At the time, deep blue was Maserati’s brand colour.
Agency: Geometry Global.
NEW OWNER WELCOME PACK 2016 – TEASER LETTER – WORLDWIDE
Sent in advance of the Maserati new owner welcome pack.
I wrote the story for brand spokesperson Massimo Bottura – the three-star Michelin chef – based on facts I came across during research.
Agency: Geometry Global.
NEW OWNER WELCOME PACK 2016 – MAGAZINE – WORLDWIDE
A 35-page magazine based on my research and interviews with five Maserati brand spokespeople.
The sample page above features chef Massimo Bottura, who scours the Emilia-Romagna region in his Maserati Ghibli, sourcing fine ingredients. (The quote’s one I cooked up for him.)
Agency: Geometry Global.
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, we explore parallels between cheese and automobile craftsmanship in the Emilia-Romagna region.
LEASING OFFER CONCEPT – LEAFLET COVER FRONT AND BACK
Agency: Geometry Global.
(Visual/ words by me.)