Features, product details, technicalities: car presentation are quite boring, these contents generally involve only a restricted audience of brand lovers; but Maserati was looking for a wider audience than only Maserati fans.

Why make a regular unveiling of a car when you can make a short movie in which Klaus Busse the head of design at Maserati can act with two famous international actors. A content starring Alessandro Borghi and Matilda De Angelis in a cinematic performance which included Klaus Busse live streamed on the House of Maserati digital platform.

two stars of Italian and international cinema, Alessandro Borghi and Matilda De Angelis, feature as the protagonists of the digital event as Maserati ambassadors for the launch of Grecale, together with Klaus Busse, Maserati head of design.

Alessandro, Matilda and Klaus give life to the performance, with an engaging and never banal story. The two actors stage a challenge to the last characteristic of Grecale, to determine which of the two knows more about the ‘Best in Class’ of the new model. In a minimal and evocative set, the jokes follow one another bringing out not only the features of Grecale, but also the attitude of a brand that is never afraid to step on the accelerator and focus everything on innovation, creativity and style.

Maserati presents the launch of the new Grecale SUV, with a global premiere. Grecale embodies the concept of ‘Everyday Exceptional’: the right balance between versatility, elegance, performance and innovation, guaranteeing performance and at the same time comfort and safety. These features combine with off-road skills and uncompromising driving pleasure.

A 13 minutes short film for online platform; 3 days shooting; supported by Klaus Busse (Head of Maserati Design), Matilda and Alessandro (tv stars) challenge each other to demonstrate who loves and knows Maserati Grecale the most.

650k people connected to the streaming; 2.1m of earned media in the first day; 13.7m social impressions ... and counting