Maserati: The Italian' Art Of Persuasion

Credits & Description:

Title: The Italian' Art Of Persuasion
Agency: Geometry Global Germany
Brand: Maserati
Country: Germany
Advertising Agency: Geometry Global Germany, Duesseldorf
Entrant Company: Geometry Global Germany, Duesseldorf
Media Agency: Geometry Global Germany, Duesseldorf
Pr Agency: Geometry Global Germany, Duesseldorf
Production Company: Geometry Global Germany, Duesseldorf
Additional Company: Geometry Global Germany, Duesseldorf
Deputy Managing Director: Adrian Bühler (Geometry Global)
Executive Creative Director: Matthias Hoffmann (Geometry Global)
Creative Director: Peter Ringe (Geometry Global)
Managing Director: Peter Mergemeier (Geometry Global)
Creative Director: Felix Dürichen (Geometry Global)
Associate Creative Director: Henning Du Toit (Geometry Global)
Senior Art Director: Simon Goebel (Geometry Global)
Chief Creative Officer - Emea: Howard Smiedt (Geometry Global)
Senior Art Director Digital: Mario-Ignazio Cigna (Geometry Global)
Deputy Managing Director: Maik Hofmann (Geometry Global)
Copywriter: Alfredo Hirschfeld (Geometry Global)
Account Assistant: Christian Giegerich (Geometry Global)
Synopsis:
Situation: The German business car market has been dominated by Audi, BMW and Mercedes for ages. It is impossible to crack this phalanx of the big three in foreseeable future as they hold market share of more than 90 per cent. Despite being awarded ´Germanys company car of the year 2015´, Maserati's “Ghibli”, it is not even present in potential customers relevant set: only 1.7 per cent of the target group perceived the Ghibli as a business car. Instead, there is a huge group of non-relevant brand fans who try to test-drive any Maserati any time they could.Brief: Develop an aggressive test-drive promotion, targeting relevant individuals only: company car drivers. Objectives: a) significant increase of test drives: 20 %b) keep cost per test drive below 300 Euroc) conversion rate (test drive to purchase): above 8%
Strategy:
Strategic data capture and media analysis comes to the following conclusion about our target group: - company car drivers in germany are mainly male, 35-64 years old- they search for test drives during office hours (mo-fr, 9am-6pm)- they prefer Audi A6, BMW 5, Mercedes E-Class- high economic status (approx. 60.000+ EURO) The Ghibli, Maserati's first mid-range premium car, is only perceived by 1.7 per cent of the target group as a real alternative for a business car. But: Once the Ghibli has arrived, it will not be left behind! No other car of this class has a higher purchase probability after a test drive than the Ghibli. The conversion rate reaches an unparalleled 8 per cent.Additionally, the customer journey of potential customers - with a core target group of male customers, aged 35-64 - is almost standardized. Over two thirds (66.8 per cent) of all potential buyers find information about test driving online and mobile - more than by any other medium. Therefore, while brainstorming, we focused on opportunities to define the exact target group and enter the purchase process online and through mobile to generate as many test drives as possible with reduced wastage.
Outcome:
Thanks to the cooperation with Google AdWords BETA, and the approach of the clearly defined peer group, Maserati achieved a click-trough-rate of 8%.With regards to sales/lease, the conversion rate was nearly at 10% (9,7%). The amount of test drives increased by almost 150% (147%), when compared with the preceding month.
Campaign Description:
In April 2016 we launched a two weeks long activation period to throw our target group off course on their established user journey. With the help of Google's new AdWords BETA version we identified our target group very precisely and hijacked members googling for a test drive with an unavoidable offer: „the 'Italian' art of persuasion“.We did not dissuade people from planning a test drive with our competitors. In fact, on our promotion website we even encouraged and supported their plans: Firstly, we helped to book a test drive with Audi, BMW or Mercedes, and then we helped them to get to their appointment at the car dealer. - By providing them a brand new Maserati Ghibli.