Car presentations are always the same and are usually created for brand lovers. However, Maserati decided to go further by creating digital content for a wider audience. The main challenge was precisely that of winning over a new audience without forgetting those who are already loyal to the brand. The objective was to show the brand's attributes in a premium way but without neglecting the sophisticated positioning and bold style.

We innovate by presenting a new Maserati model worldwide. Klaus Busse, the head of design at Maserati acts with two famous international actors in a content starring Alessandro Borghi (Suburra) and Matilda De Angelis (The Undoing), in a cinematic performance which included Klaus Busse live streamed on the House of Maserati digital platform.

We aim to reach to a new generation of luxury consumer with a totally new definition of luxury: Purpose-driven. Digitally Native. Inclusive. Appreciate authenticity, cultural crossovers, and self-expression. They look for a new SUV model embracing the latest technology, with an elegant exterior design without compromising performance.

Audience cluster: Database Maserati, Members + Media + Public

For the global digital premiere of the new model, we have produced a short novel film that was screened through a dedicated worldwide streaming platform on March 22, 2022.

The results were expressive. We reached the following numbers: 650,000 of people connected to the streaming, 2.1 million Euros of earned media in the first day, and 13.7 million impressions on social networks.