Maserati Uses New Advertising to Launch its Vehicles
Whenever a new product is introduced to the public, the manufacturer wants to make the biggest splash possible. That’s the case with Maserati and its introduction of the new Levante SUV and its new Ghibli Nerissimo Edition sedan line. To draw interested and potential customers to the Maserati dealer in New York, the Italian automobile manufacturer rolled out its premium vehicles on many platforms, both traditional and digital.
The launch of the Maserati of Albany dealership in July 2015, drew plenty of attention, with the high-performance luxury Italian automobiles selling for $76,000 to more than $170,000. Demand was strong and immediate in the Capital region. Within the first three weeks, the dealership sold nearly a dozen vehicles.
Since then, Maserati of Albany has continued to advertise these incredible sports cars and raise awareness of the brand. Maserati learned that potential luxury automotive shoppers are influenced by a myriad of factors. On the digital side they found that online video is the most influential channel for luxury vehicle shoppers with 60% of online video content consumed on a mobile device. Furthermore, 69% of luxury buyers used their mobile phone to research prior to a purchase.
Facebook Launch for the 2017 Levante SUV
Using this information, Maserati was tasked with introducing its new 2017 Levante SUV, the most critical launch in the automaker’s 102-year-history. What to do? Using digital means, Maserati partnered with Facebook to create a two-phase campaign: first, branding and second, lead generation. It created a brand campaign that targeted an audience of Facebook users who were luxury SUV shoppers in relevant markets, and the most likely to engage with the ads. The campaign also targeted those who have visited Maserati’s website and navigated to the Levante SUV landing page.
Facebook’s advertising solutions drove early awareness of the new SUV and helped to increase brand awareness especially in a highly competitive landscape. The second phase—lead generation—allowed people to click on the lead ad to request a quote from Maserati directly from their phone, providing the Italian automaker with basic contact information, such as name and email that were already uploaded to Facebook.
Maserati executives even made sure the timing was right. Using the popularity of the New York Auto Show, it launched the Levante campaign along with the momentum following other global and local introductions.
How successful was the campaign? Over four million people were reached on Facebook and Instagram with 1.23 million engagements at a 13.2% engagement rate. There were over one million video views, and more than 21,000 generated leads with 127 Levantes sold through those generated leads.
What made it so successful? Maserati learned that video branding was key to its success. Using video, the automaker was able to capture intrigue to draw the consumer into the story, allow shoppers to see the product, and experience it.
Maserati even gained an extra windfall. Because Facebook helped to bring down the cost per lead, it was 180 times more efficient than the next most cost-efficient channel.
Auto Show Debut
Another successful advertising technique is to launch a new vehicle in conjunction with a premier auto show. In this case it was the New York Auto Show in April where Maserati unveiled a new limited edition option for buyers of its Ghibli sedan: the Nerissimo Edition, which translates as “extremely black.” This is in response to customer demand for an all-black vehicle. However, only 450 of this Ghibli version will be sold, making it quite unique and valuable. Each Nerissimo owner will have a unique badge located on the center console proving that they are one of only 450 in the world.
The Nerissimo will be available as Ghibli, Ghibli S, and Ghibli S Q4, and will include Glossy Black finish 20-inch Urano wheels, black door handles, black window trim, and black grille features, as well a black extended leather interior featuring red stitching and gear-shift paddles, INOX sport pedals, red brake calipers, Dark Mirror interior trim, and sport seats complemented by a sport steering wheel.
Under the hood, the Nerissimo is powered by a Ferrari-built twin-turbocharged V6 engine. In the top-level S Q4, the horsepower is 404.
Maserati of Albany, NY has continued to advertise the Italian high-powered sports car brand in the local region. Last November, at a Cocktails and Connections event at the Renaissance hotel in Albany, the dealership placed a beautiful eye-catching white Maserati at the entrance to the hotel. The event attracts top business leaders in the Capital Region for the ultimate high-level networking reception. It was the perfect opportunity for the Maserati dealership to advertise its new models to Albany leaders in a variety of industries in a pleasant, social atmosphere.
This Maserati dealer has also turned to partnering with nonprofit groups to introduce its vehicles and raise money for the organization. In an annual fall endeavor, the dealership raffles off chances to drive a Maserati, like its popular GranTurismo, for a couple of hours. Those who want to support the charity can also bid on the La Dolce Maserati driving experience during the gala event.
Winners of the La Dolce Maserati driving experience are provided with an unforgettable memory. Maserati of Albany allows eight people to travel from Saratoga Springs, NY in an exquisite art deco dining car in the Saratoga & North Creek Railway. The group dines and drinks in style, enjoying incredible scenery before arriving at North Creek, NY where the group is greeted by 12 beautiful Maserati vehicles. Group members can take the wheel of these stylish Italian sports cars and drive to the famous Sagamore Resort on Lake George before taking a two-hour drive in their Maseratis through the Adirondack mountains during the height of leaf-peeping foliage season.
Not only do these types of charity events give Maserati of Albany a platform to introduce and test drive their vehicles, but the dealership raised $20,000 for local charities. Both the Maserati brand and Maserati of Albany are philanthropic professionals when it comes to launching new vehicles to their focused audience.