Cannes Lions

Maserati MMXX Time to be Audacious

FEELROUGE WORLDWIDE SHOWS, Milan / MASERATI / 2021

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Overview

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Credits

Overview

Background

Maserati had two main goals: the Corporate turning point of Maserati and the Brand’s new vision towards the future. Secondly, the world launch of the new Maserati MC20, 100% Made in Modena, build with innovation, unique by design and fueled with passion.

“MMXX: Time to be Audacious” marked the beginning of a new phase in the Brand’s history. It is a new dawn, reinforced by the World Première of the MC20 supercar. The Brand entered a New Era with its style, technology and innately exclusive character and wanted to celebrate this occasion in their hometown: the Modena Circuit.

The goal was to create an unprecedented event for the automotive industry, a real brand experience that embodied the courage of the Maserati Family, and the Brand’s values.

Idea

Maserati "Time to be audacious" is the definition and the common denominator, which inspired this project. Starting from the brand's vision and to transcend genres and definitions, the show was designed to blend real and virtual. A colossal screen, a monolith emptied inside and a sky to complete the anamorphic and alienating nature of the scene. A halo of cars as a parterre to host part of the public and a functional location. A temporary theatre in a racetrack to host a “racing opera”, a celebration of legendary daring and style. The concept originates from the sound and is based, also visually, on the interpretation of the brand's voice, creating parallelism with the beating heart of the Maserati genius: the Neptune engine. The pace is fast and cinematic to guide the user through the contemporary vision of the brand, paving the way for the unveiling of the new MC20.

Strategy

The design and strategy started from the claim "Maserati MMXX", created ad hoc for the communication launch of the Brand.

Main target: Institutions, national and international press, worldwide consumers, opinion leaders and dealers.

The communication strategy was omnichannel, from media relations through dedicated Maserati press-offices around the world to reach national and international on & offline magazines and newspapers, TV and radio. A special strategy was applied to all social media, by using dedicated videos and images for the teaser, full coverage of the event and promoting the immersive journey of the second day. The presence of automotive and lifestyle influencers, international ambassadors and influencers amplified the message.

Execution

The brand experience was threefold: a worldwide broadcasted live show, a virtual journey on the Maserati digital platform (house of Maserati) and a real immersion into the contents of the Brand inside their Plant.

Starting from the claim "Maserati MMXX", created ah hoc for the communication the strategic moments were:

- Teasing, where the communication strategy was applied omnichannel - before, during and post-event.

- Live Show, characterised by live, augmented and virtual reality, streamed on the platform houseofmaserati.com and dedicated channels to reach a worldwide audience.

- Plant experience, where the contents of the Brand were presented by engineers and designers of the MC20 for their Guests

Both experiences were live.

Outcome

The Brand has stepped up a gear and inaugurated a new Era in true Maserati Style: with audacity, constantly pushing forward and focusing on their goal.

A claim was designed for the communication: “Maserati MMXX”.

The communication strategy was omnichannel.

Digital Strategy - 3 phases

1: Teaser 48 posts Aug. 30th - Sept. 8th, to create an expectation to expand links on the forecast event. 24.3M impressions, 1.1M engagements, 2.9M video views, 31.2K link clicks.

2: Live/digital launch event, 74 posts reaching 35.7M impressions, 1.5M engagements and 11.9M video views. The live streaming links were 276K and 93.6K link clicks.

3: Post launch, 209 posts, 90.9M impressions, 5.7M engagement, 11.9M video views and 37.6K link Clicks.

The presence of automotive and lifestyle influencers, international ambassadors and influencers amplified the message.

To be able to reach a worldwide general public the event was live streaming from Houseof.maserati.com (available in 5 languages).

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