Marketing Communication Above the line
Concept
The new ADV messages have been developed consistently with what has been communicated since today, both in terms of visuals and claim, but with a new “trait d’union” element that is the
“I DRIVE my life” already successfully introduced with the 2011 calendar.
“I DRIVE” wants to state that driving pleasure is one of the USP of our entire range, but also that our customer is fully controlling his own life, creating new ways to follow instead of being a follower.
Concept
All the campaigns are available in the two traditional formats - one or two page - and a set of banners has been created. These vary in size and in terms of their development to allow the markets to personalise them.
The new visuals display not only the cars in the range but also pre-owned cars to support the
management of cars in stock. In line with this, two different concepts were set out: one focused on communication and the other on service.
All the campaigns – except the pre-owned one - feature a QR Code for the first time in Maserati ADV history. This special code allow to people that use smartphones or tablets to get a direct
connection to the product site that will be specially created, featuring also a mini car configurator. A set of banner – with different dimensions – will be available to be used for the web.
Available formats
Available formats
Available formats
Available formats
Where to download the ADV
The ADV can be downloaded using an FTP client
(like Filezilla > (http://filezilla-project.org/download.php) and entering the following parameters:
Link: 62.152.104.162 username: maserati4 password: hS69Z5R
folder: adv_campaign_2011
In case you don’t see “adv_campaign_2011” among the available folders, please be sure to be “inside” the “maserati4” folder.
The folder contains subfolders created for each model.
There are two versions of the ADV: one with and one without the QR Code. Of course, we strongly suggest to use the one with the QR Code because it will redirect the user to the mobile website. Inside each folder, you will find the pdf file and, of course, the InDesign file in case you would like to
adapt or translate the campaign. Before doing it, please stick to the instructions you can find on the following slide.
Preview: GranTurismo range
Preview: Quattroporte range
Preview: GranCabrio
Preview: GranCabrio Sport
Preview: GranTurismo MC Stradale
Preview: Maserati range
Preview: Maserati range
ADV with GranCabrio instead of the GranCabrio Sport for those market who are not selling (yet) that car. Available also on single page format. Only without QR
Preview: Maserati range
Preview: Generic Pre-owned campaign
Preview: Dealer Pre-owned “showroom”
Preview: Dealer Pre-owned “showroom”
How to customize it
The claim “I DRIVE” has not to be changed.
In case, we allow to translate the
“subclaim”.
How to customize it
The “marketing” text can be of course
translated and/or adapted.
How to customize it
The “technical” text can be adapted, adding
also the contact center phone number.
Please check that the data shown are
correct.
How to customize it
Dealers can insert their contact detail
adding a line below the technical
information (without deleting them).
Details can be written with the same font
type and dimension of the technical text.
How to customize it
• Below you can find the preferred way to show the contact data of the dealer and the logo.
• It is also possible – but not suggested - to use the grey bar. In case you use this solution, please move up both images and texts, in order not to cover the image of the car with the text of the campaign
Double page format ADV - How to customize it
The ADV showing the QR Code, has to
present – mandatory – this explanation text
about the usage of the QR Code.
Please note that the QR Code is specific for
each ADV Campaign so do not change it.
Double page format ADV - How to customize it
The US Market ADV has to use a specific
QR Code that you can find in the folder
“QR_CODE_US”.
Each model has its own QR Code.
For any additional question, please contact
The claim “I DRIVE” has not to be changed.
In case, we allow to translate the “subclaim”.
Here you’ve to insert:
Model name, Year, short description of the car, price, VAT included
Minimum box dimensions allowed are: 33 mm height - 56 mm width.
These box has to contain the image of the car.
The text explaining the “Maserati Certified Pre-Owned” has to be translated and cannot be replaced by other texts.
Use this space to promote your dealership showing the logo, address, contact info.
In this layout is possible to have boxes featuring a particular car, showing more details.
Dimensions are 87,5mm x 121,5mm
Double page format preowned ADV - How to customize it
The claim “I DRIVE” has not to be changed.
In case, we allow to translate the “subclaim”.
Here you’ve to insert:
Model name, Year, short description of the car, price, VAT included
Minimum box dimensions allowed are: 33 mm height - 56 mm width.
These box has to contain the image of the car.
The text explaining the “Maserati Certified Pre-Owned” has to be translated and cannot be replaced by other texts.
Use this space to promote your dealership showing the logo, address, contact info.
Marketing Communication Above the line
Intro
Developed in order to be consistent with the 2011 adv campaign, the official Maserati banners are now available for all the subsidiaries and markets.
The banners were developed in flash format (.swf files) with an alternative .gif image (for non-flash devices), according to the following IAB standard formats:
•300 x 250 - (Medium Rectangle) •180 x 150 - (Rectangle)
•728 x 90 - (Leaderboard)
•160 x 600 - (Wide Skyscraper) •300 x 600 - (Half Page Ad) •120 x 60 - (Button 2)
•88 x 31 - (Micro Bar) •468 x 60 - (full Banner)
Intro
Every banner and format is available for:
• Maserati Range • Maserati Range USA • GranCabrio • GranCabrio Sport • GranTurismo • GranTurismo MC Stradale • Quattroporte • Pre-owned
Download
WHERE TO DOWNLOAD THE BANNERS Range ftp://maserati4:[email protected]/adv_campaign_2011/banners_2011/range Range USA ftp://maserati4:[email protected]/adv_campaign_2011/banners_2011/range_usa GranCabrio ftp://maserati4:[email protected]/adv_campaign_2011/banners_2011/grancabrio GranCabrio Sport ftp://maserati4:[email protected]/adv_campaign_2011/banners_2011/grancabrio_sport GranTurismo ftp://maserati4:[email protected]/adv_campaign_2011/banners_2011/granturismo
Download
WHERE TO DOWNLOAD THE BANNERS GranTurismo MC Stradale ftp://maserati4:[email protected]/adv_campaign_2011/banners_2011/granturismo_mc_stradale Quattroporte ftp://maserati4:[email protected]/adv_campaign_2011/banners_2011/quattroporte Pre_owned ftp://maserati4:[email protected]/adv_campaign_2011/banners_2011/pre_owned
You can use also a FTP client, such as Filezilla> (http://filezilla-project.org/download.php) and entering the following parameters:
link: 62.152.104.162 user: maserati4 pass: hS69Z5R
folder: adv_campaign_2011/banners_2011/the last part of the links above (pre_owned, quattroporte, granturismo_mc_stradale, grancabrio, grancabrio_sport and so on…)
THE BANNERS ARE ONLY IN ENGLISH
If you need a declination in a specific language or any other kind of change (e.g. from GranCabrio to
GranTurismo Convertible), please contact [email protected] or [email protected]
Every file has a maximum weight of 40kb, according to the IAB standard; some banners (.swf files) and alternative .gif images are available also in a high quality version (you can recognize them by the “high” wording in the file name).
In case of problems or further questions, please contact [email protected] or
