Maserati GranCabrio - Advertising, Media & Creative Brief

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Maserati GranCabrio - Advertising, Media & Creative Brief

  1. 1. Auto – Maserati GranCabrio – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media PlanAdvertising Brief: Maserati GranCabrioMaserati GranCabrioPrice: $338,000Engine 4.7L V8Maximum power 440 HPTop speed 283 km/hAcceleration 0-100 km/h 5,3 secBackgroundMaserati commenced car-making in Bologna, Italy, in 1926, when three of the Maserati brothers leftGrand Prix car manufacturer Diatto to found Maserati with their siblings, with the intention ofdesigning and building racing cars to compete with Bugatti, Fiat, Alfa Romeo and Mercedes. Thebrand’s iconic trident insignia is based on the statue Fontana del Nettuno (Fountain of Neptune) inBologna. Initially focussing its expertise solely on racing vehicles, Maserati had designed andproduced small production runs of road vehicles for special order only, and did not initiate large-volume manufacturing of automobiles until the launch of the Maserati 3500 in 1957.Maserati has continued to maintain its link to high performance racing vehicles and events, with thecutting-edge technology employed in its luxury models emanating from successful R&D discoverieson the track. Though, since ownership passed from the Maserati family in 1937, the brand has beencontrolled by a succession of owners, keen to maintain Maserati’s racing credibility, but not wantinga sales rival. After being maintained as the luxury division of Ferrari for several years, and then re-entering the US automobile market in 2002, Maserati made its first profit in 17 years in 2007, notlong after the 2005 corporate restructure split the Maserati division from Ferrari and merged it withAlfa Romeo under the Fiat Auto banner of the Fiat Group.In its current incarnation, Maserati has been carving a niche for its luxury high performance vehicleswith the introduction of the Quattroporte in 2004 and the Gran Turismo in 2008. Maserati’s latestmodel, the GranCabrio, is a soft-top convertible adaptation of the Gran Turismo, and is also the firstconvertible ever manufactured by Maserati. Unlike most convertibles, the GranCabrio is designed tocomfortably seat 4 adults.The GranCabrio, with its sleek curves, Poltrona Frau exclusive upholstering, and incredibly vastpotential configuration of interior colours, materials, fittings, components and furnishings andexterior options available (as a standard, Maserati offers a possible nine million combinations ofcolour and trim, the GranCabrio adds to this six different hood colours, two new leather interiorsand three new dashboard trims), all able to be viewed, mixed & matched, and saved for referencevia Maserati’s website, is anticipated to be popular with the expectations of female purchasers, whocurrently make up to 30% of new high performance vehicle purchases, and whom prefer to enter adealership pre-armed with as much knowledge and detail about a car and its potential as possible.Marketing ObjectivesIncrease share of luxury high performance car category by 15%.Increase sales of GranCabrio by 15% during campaign period.Advertising ObjectivesIncrease brand recognition of model in target audience by 35%.Increase perception of GranCabrio by target audience as high performance luxury vehicle by 25%.JADDAN BRUHN Page 1
  2. 2. Auto – Maserati GranCabrio – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media PlanTarget AudienceFemales 30-40, independently wealthy high net worth individuals in Sydney, single and married(without children), seeking a luxury vehicle that matches their outgoing, expensive, social lifestyle,interest in fashion and style, reflects their confidence and self-assured personality, and is high-powered and forceful, just like their fast-pace life; in the $300k – 400k price bracket.Brand History & PositioningMaserati has traditionally courted luxury seeking car racing enthusiasts, predominantly male, whowere willing to pay a high price for an association with Maserati’s niche motor racing cache. TheGranCabrio is the latest incarnation of this high performance heritage, utilising cutting edgetechnology in all components and materials, from under the bonnet to the stitched leather, to createthe most luxurious high-performance 2-door soft-top convertible able to comfortable seat 4 adults.CompetitorsAston Martin DB9 Volante - $398,1285.9 litre V12, 350kW / 600Nm, 6sp auto RWD14.6L/100km, 368g/km4 airbags, stability controlFerrari California - $459,6504.3 litre V8, 338kW/485Nm, 7sp dual-clutch auto, RWD13.1L/100km, 306g/km4 airbags, stability controlJaguar XKR Convertible - $278,3005.0 litre V8, 375kW?625Nm, 6-sp auto, RWD12.3L/100km, 292g/km6 airbags, stability controlCompetitor’s AdvertisingSocial Media (Facebook), Youtube viral, Print advertising (newspapers / magazines).Current Media StrategyPrint advertising, custom publishing (Trident Magazine).Key Message / USPHigh performance luxury in an unsurpassed combination of colour and trim.Tone / MannerContemporary, colourful, sophisticated, fun.MandatoriesMaserati logo, dealership contact details, GranCabrio model name, Maserati configurator web-addressBudget$400,000TimingJan – March 2011JADDAN BRUHN Page 2
  3. 3. Auto – Maserati GranCabrio – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media PlanSWOT ANALYSIS – Maserati GranCabrioSTRENGTHS• Strong positive brand awareness• Unique online capabilities• Highest quality components and fittings employed• High performance racing pedigree reflected in car• Exclusivity ensured by low production run• Millions of potential style/colour/fit-out combinations make eachcar most likely unique• Iconic engine sound highly sought-after by enthusiasts• Maserati customers highly brand loyalWEAKNESSES• No positive environmental attributes in car• Brand has previously demonstrated poor capacity to advertise tofemales• Dealerships also sell higher-margin Ferraris & have demonstratedlittle interest in “selling” Maseratis• Maserati only achieved profitability in 3 of the last 20 years• Conflicting pressure to grow and stay relevant and maintainprofitability whilst remaining exclusive• Ferrari dealership has had poor feedback on their mechanic’s abilityto service the much rarer Maserati modelsOPPORTUNITIES• New wealthy more comfortable with ostentatious displays ofconspicuous consumption• Prestige/luxury market less sensitive to economic fluctuations• Prestige / luxury vehicles perceived as an investmentTHREATS• Auto industry sensitive to fluctuations in oil price• Future environmentally based legislative changes may havenegative impact on cars (particularly high performance cars)• As the niche luxury brand of a larger auto group, the future in notguaranteed & brand may at any time be absorbed, sold-off ordiscontinued, dependant on the vagaries of the parent companyand the health of the auto industryJADDAN BRUHN Page 3
  4. 4. Auto – Maserati GranCabrio – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media PlanThe Media BriefMaserati GranCabrioMedia ObjectivesThe Media Plan is designed to reach the majority of the target audience with a frequency ofat least four times during the campaign period. Utilising the selected media the campaignflight pattern is continuous with bursts of activity at key points during the campaign;familiarising the target with the campaign message and inspiring a call to action as keyevents during the campaign promotion approach.Varying the media utilised and shaping the communication around the target’s media andlifestyle habits, acting on the target’s creative instincts and interest in finding out more,reducing wastage and acting to ensure the target is exposed to the campaign messagemany times over the campaign period is best achieved through the media selected, avoidingheavily pushing the campaign message in traditional media only, which may negativelyimpact the target’s perception of the advertisement’s focus.Geographic areas to be coveredThe draw area is metropolitan Sydney. Target audience lives and conducts their life in theCBD, inner urban areas, eastern suburbs and the north shore areas of SydneyWhen do we talk to themIt is a prestige exclusive luxury vehicle with a long purchase cycle of approximately 3 years.Currently 80% of Maserati purchases are from existing Maserati owners. The targetaudience predominantly conducts pre-purchase research online, so it is critical to reach thetarget audience during this phase.Creative requirementsColour is critically important to convey the benefit of Maserati’s online car configurator, todrive traffic to the company’s website, to adequately convey desire for the luxury car.JADDAN BRUHN Page 4
  5. 5. Auto – Maserati GranCabrio – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media PlanMedia Plan BudgetJanuary to March 2011MASERATI GRANCABRIOJAN JAN JAN JAN FEB FEB FEB FEB MAR MAR MAR MAR MAR TOTAL2-8 9-1516-2223-29 30-5 6-1213-1920-26 27-5 6-1213-1920-2627-31MagazineBOSS (double page spread) - monthly 47,108 47,108 47,108 $141,323Trident (gatefold) - quarterly 57,000 $57,000Local Newspaper - WeeklyThe Mosman Daily (Half Page Full Colour- 294mm x 130mm) 2,407 2,407 2,407 2,407 2,407 2,407 2,407 2,407 $19,258North Shore Times (Half Page Full Colour- 294mm x 130mm) 4,206 4,206 4,206 4,206 4,206 4,206 4,206 4,206 $33,650Wentworth Courier (Half Page Full Colour- 294mm x 130mm) 4,309 4,309 4,309 4,309 4,309 4,309 4,309 4,309 $34,473Manly Daily (Half Page Full Colour- 294mm x 130mm) 3,955 3,955 3,955 3,955 3,955 3,955 3,955 3,955 $31,643Onlinetimeout.com/sydneyLeaderboard (728x90pixels) - weekly 6,250 6,250 6,250 6,250 6,250 6,250 6,250 6,250 6,250 6,250 6,250 6,250 $75,000afrboss.com.auMedium Rectangle (300x250pixels) - monthly 2,035 2,035 2,035 $6,105TOTAL $398,453JADDAN BRUHN Page 5
  6. 6. Auto – Maserati GranCabrio – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media PlanThe Creative BriefClient: MaseratiBrand: Maserati GranCabrioDate: 29/09/2010Account Director: Jaddan BruhnCreative Team: Jaddan BruhnRole for AdvertisingIncrease Maserati’s share of the luxury high performance car category by 15%, whilst driving sales ofGranCabrio by 15% during the campaign period. It is also anticipated that the campaign will achieve anincrease in brand recognition of Maserati in the target audience by 35% and increase the perception ofGranCabrio by target audience as a high performance luxury vehicle by 25%.Target AudienceDemographics – Females 30-40, educated, independently wealthy high net worth individuals in Sydney, singleand married (without children), residing in inner urban and eastern suburbs of the city, and the North Shore.Psychographics – Visible Achievement; wealth is expressed by obtaining the best and most exclusive,purchases reflect their own sense of style and project their personality. Time is split between conducting highmaintenance life style (including time spent at different homes in different cities / countries, depending onbusiness and lifestyle demands), vigorous social life is important, as is maintaining a focus on business interests/ source of wealth, which defines how their peers perceive them. Being in control and visibly confident isimportant, with a highly competitive nature demonstrated through their continual drive for more.Behaviour and usage – A Maserati owner most likely does not have a conventional daily agenda, but atimetable focused on their current project. Accustomed to only having the highest performance and mostluxurious objects, a GranCabrio reflects their outgoing lifestyle and need to enjoy to the fullest what is aroundthem. A Maserati would be chosen either based on previous individual or family ownership of an earliermodel, with the expectation that it is the only luxury vehicle that matches their outgoing, expensive, sociallifestyle, interest in fashion and style, reflects their confidence and self-assured personality, and is high-powered and forceful, just like their fast-pace life.Key consumer insight – When I arrive in a Maserati my friends can hear me before they see me. The vastcustomisation options really make it feel like “my” car.Key Thought or USP – High performance luxury in an unsurpassed combination of colour and trim.Support – Accelerates from 0 to 100 km/h in just 5.3 seconds. Top speed is 283 km/h, 4.7L V8 engine withmaximum power 440 HP.Tone and Manner - Contemporary, colourful, sophisticated, fun.Desired Mediums – Print (magazine & Newspaper) & onlineBudget - $400,000Timing - Jan – March 2011MandatoriesMaserati logo, dealership contact details, GranCabrio model name, Maserati configurator web-address.JADDAN BRUHN Page 6
  7. 7. Auto – Maserati GranCabrio – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media PlanThe Creative BriefClient: MaseratiBrand: Maserati GranCabrioDate: 29/09/2010Account Director: Jaddan BruhnCreative Team: Jaddan BruhnRole for AdvertisingIncrease Maserati’s share of the luxury high performance car category by 15%, whilst driving sales ofGranCabrio by 15% during the campaign period. It is also anticipated that the campaign will achieve anincrease in brand recognition of Maserati in the target audience by 35% and increase the perception ofGranCabrio by target audience as a high performance luxury vehicle by 25%.Target AudienceDemographics – Females 30-40, educated, independently wealthy high net worth individuals in Sydney, singleand married (without children), residing in inner urban and eastern suburbs of the city, and the North Shore.Psychographics – Visible Achievement; wealth is expressed by obtaining the best and most exclusive,purchases reflect their own sense of style and project their personality. Time is split between conducting highmaintenance life style (including time spent at different homes in different cities / countries, depending onbusiness and lifestyle demands), vigorous social life is important, as is maintaining a focus on business interests/ source of wealth, which defines how their peers perceive them. Being in control and visibly confident isimportant, with a highly competitive nature demonstrated through their continual drive for more.Behaviour and usage – A Maserati owner most likely does not have a conventional daily agenda, but atimetable focused on their current project. Accustomed to only having the highest performance and mostluxurious objects, a GranCabrio reflects their outgoing lifestyle and need to enjoy to the fullest what is aroundthem. A Maserati would be chosen either based on previous individual or family ownership of an earliermodel, with the expectation that it is the only luxury vehicle that matches their outgoing, expensive, sociallifestyle, interest in fashion and style, reflects their confidence and self-assured personality, and is high-powered and forceful, just like their fast-pace life.Key consumer insight – When I arrive in a Maserati my friends can hear me before they see me. The vastcustomisation options really make it feel like “my” car.Key Thought or USP – High performance luxury in an unsurpassed combination of colour and trim.Support – Accelerates from 0 to 100 km/h in just 5.3 seconds. Top speed is 283 km/h, 4.7L V8 engine withmaximum power 440 HP.Tone and Manner - Contemporary, colourful, sophisticated, fun.Desired Mediums – Print (magazine & Newspaper) & onlineBudget - $400,000Timing - Jan – March 2011MandatoriesMaserati logo, dealership contact details, GranCabrio model name, Maserati configurator web-address.JADDAN BRUHN Page 6

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