Maserati has chosen O-One to describe the performances and renewed infotainment system of the new Maserati Ghibli and Quattroporte. Objective: To use the creativity of the best Italian instagramers to tell users of the most exciting social media channel about the performances and renewed infotainment system of the new Maserati Ghibli and Quattroporte.
To develop an exciting storytelling journey that expresses the pleasure of driving a Maserati thanks to the selection of influencers and of the most suitable routes for the aims of the project.
An editorial strategy and travel schedule have been defined to highlight the values of the brand and the performances of the Maserati Ghibli and Quattroporte through the construction of a captivating on-the-road narrative. Two of the most sought-after Italian Instagram influencers have recounted their journey in a Maserati through breathtaking Italian landscapes in, but especially around, Turin, Milan, Verona and Bologna. The operation includes the concept, the selection of influencers, the construction of the itinerary and the operating support on site during the project.
The project has led to Maserati becoming the top automobile brand in Italy by volume of engagements in the month of November.
The digital team has followed the influencers during the journeys and through a multichannel live storytelling project that has reinforced the brand awareness of Maserati on the part of Instagram users.
A careful selection by O-One has led to the best instagramers in Italy to work together with Maserati, disseminating through their channels the values and appeal of one of the most appreciated brands at a global level.
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