DESIGN RATIONALE:

For the first time ever, Maserati USA decided to start offering local Tier 2 automotive advertising, and to create a local dealer network in South Florida. The approach was to convey the benefits and luxury of the brand to the client, showcasing the high-end Italian luxury of the car, all while presenting new offers. In addition, previous challenges the brand faces in the market against other luxury car brands needed to be addressed, as well. The TV spots, web design, and other digital media design, were presented as one of three agency options to the client. This creative and messaging was chosen as the winner by Maserati USA, and the local dealerships.