The advertising brief is for the Maserati GranCabrio luxury convertible. The target audience is wealthy females aged 30-40 in Sydney seeking a luxury high-performance vehicle. The media plan allocates $400,000 across print magazines, local newspapers, and online ads promoting the GranCabrio's customization options and performance. The goal is to increase Maserati's market share and GranCabrio sales by highlighting its combination of power, speed, and vast color/material combinations available through Maserati's configurator.

1. Auto – Maserati GranCabrio – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
Advertising Brief: Maserati GranCabrio
Maserati GranCabrio
Price: $338,000
Engine 4.7L V8
Maximum power 440 HP
Top speed 283 km/h
Acceleration 0-100 km/h 5,3 sec
Background
Maserati commenced car-making in Bologna, Italy, in 1926, when three of the Maserati brothers left
Grand Prix car manufacturer Diatto to found Maserati with their siblings, with the intention of
designing and building racing cars to compete with Bugatti, Fiat, Alfa Romeo and Mercedes. The
brand’s iconic trident insignia is based on the statue Fontana del Nettuno (Fountain of Neptune) in
Bologna. Initially focussing its expertise solely on racing vehicles, Maserati had designed and
produced 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 the
cutting-edge technology employed in its luxury models emanating from successful R&D discoveries
on the track. Though, since ownership passed from the Maserati family in 1937, the brand has been
controlled by a succession of owners, keen to maintain Maserati’s racing credibility, but not wanting
a 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, not
long after the 2005 corporate restructure split the Maserati division from Ferrari and merged it with
Alfa 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 vehicles
with the introduction of the Quattroporte in 2004 and the Gran Turismo in 2008. Maserati’s latest
model, the GranCabrio, is a soft-top convertible adaptation of the Gran Turismo, and is also the first
convertible ever manufactured by Maserati. Unlike most convertibles, the GranCabrio is designed to
comfortably seat 4 adults.
The GranCabrio, with its sleek curves, Poltrona Frau exclusive upholstering, and incredibly vast
potential configuration of interior colours, materials, fittings, components and furnishings and
exterior options available (as a standard, Maserati offers a possible nine million combinations of
colour and trim, the GranCabrio adds to this six different hood colours, two new leather interiors
and three new dashboard trims), all able to be viewed, mixed & matched, and saved for reference
via Maserati’s website, is anticipated to be popular with the expectations of female purchasers, who
currently make up to 30% of new high performance vehicle purchases, and whom prefer to enter a
dealership pre-armed with as much knowledge and detail about a car and its potential as possible.
Marketing Objectives
Increase share of luxury high performance car category by 15%.
Increase sales of GranCabrio by 15% during campaign period.
Advertising Objectives
Increase 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. Auto – Maserati GranCabrio – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
Target Audience
Females 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 & Positioning
Maserati has traditionally courted luxury seeking car racing enthusiasts, predominantly male, who
were willing to pay a high price for an association with Maserati’s niche motor racing cache. The
GranCabrio is the latest incarnation of this high performance heritage, utilising cutting edge
technology in all components and materials, from under the bonnet to the stitched leather, to create
the most luxurious high-performance 2-door soft-top convertible able to comfortable seat 4 adults.
Competitors
Aston Martin DB9 Volante - $398,128
5.9 litre V12, 350kW / 600Nm, 6sp auto RWD
14.6L/100km, 368g/km
4 airbags, stability control
Ferrari California - $459,650
4.3 litre V8, 338kW/485Nm, 7sp dual-clutch auto, RWD
13.1L/100km, 306g/km
4 airbags, stability control
Jaguar XKR Convertible - $278,300
5.0 litre V8, 375kW?625Nm, 6-sp auto, RWD
12.3L/100km, 292g/km
6 airbags, stability control
Competitor’s Advertising
Social Media (Facebook), Youtube viral, Print advertising (newspapers / magazines).
Current Media Strategy
Print advertising, custom publishing (Trident Magazine).
Key Message / USP
High performance luxury in an unsurpassed combination of colour and trim.
Tone / Manner
Contemporary, colourful, sophisticated, fun.
Mandatories
Maserati logo, dealership contact details, GranCabrio model name, Maserati configurator web-
address
Budget
$400,000
Timing
Jan – March 2011
JADDAN BRUHN Page 2

3. Auto – Maserati GranCabrio – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
SWOT ANALYSIS – Maserati GranCabrio
STRENGTHS
• 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 each
car most likely unique
• Iconic engine sound highly sought-after by enthusiasts
• Maserati customers highly brand loyal
WEAKNESSES
• No positive environmental attributes in car
• Brand has previously demonstrated poor capacity to advertise to
females
• Dealerships also sell higher-margin Ferraris & have demonstrated
little interest in “selling” Maseratis
• Maserati only achieved profitability in 3 of the last 20 years
• Conflicting pressure to grow and stay relevant and maintain
profitability whilst remaining exclusive
• Ferrari dealership has had poor feedback on their mechanic’s ability
to service the much rarer Maserati models
OPPORTUNITIES
• New wealthy more comfortable with ostentatious displays of
conspicuous consumption
• Prestige/luxury market less sensitive to economic fluctuations
• Prestige / luxury vehicles perceived as an investment
THREATS
• Auto industry sensitive to fluctuations in oil price
• Future environmentally based legislative changes may have
negative impact on cars (particularly high performance cars)
• As the niche luxury brand of a larger auto group, the future in not
guaranteed & brand may at any time be absorbed, sold-off or
discontinued, dependant on the vagaries of the parent company
and the health of the auto industry
JADDAN BRUHN Page 3

4. Auto – Maserati GranCabrio – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
The Media Brief
Maserati GranCabrio
Media Objectives
The Media Plan is designed to reach the majority of the target audience with a frequency of
at least four times during the campaign period. Utilising the selected media the campaign
flight 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 key
events during the campaign promotion approach.
Varying the media utilised and shaping the communication around the target’s media and
lifestyle 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 message
many times over the campaign period is best achieved through the media selected, avoiding
heavily pushing the campaign message in traditional media only, which may negatively
impact the target’s perception of the advertisement’s focus.
Geographic areas to be covered
The draw area is metropolitan Sydney. Target audience lives and conducts their life in the
CBD, inner urban areas, eastern suburbs and the north shore areas of Sydney
When do we talk to them
It 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 target
audience predominantly conducts pre-purchase research online, so it is critical to reach the
target audience during this phase.
Creative requirements
Colour is critically important to convey the benefit of Maserati’s online car configurator, to
drive traffic to the company’s website, to adequately convey desire for the luxury car.
JADDAN BRUHN Page 4

5. Auto – Maserati GranCabrio – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
Media Plan Budget
January to March 2011
MASERATI GRANCABRIO
JAN JAN JAN JAN FEB FEB FEB FEB MAR MAR MAR MAR MAR TOTAL
2-8 9-15
16-
22
23-
29 30-5 6-12
13-
19
20-
26 27-5 6-12
13-
19
20-
26
27-
31
Magazine
BOSS (double page spread) - monthly 47,108 47,108 47,108 $141,323
Trident (gatefold) - quarterly 57,000 $57,000
Local Newspaper - Weekly
The 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 $19,258
North 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 $33,650
Wentworth Courier (Half Page Full Colour- 294mm x 130mm) 4,309 4,309 4,309 4,309 4,309 4,309 4,309 4,309 $34,473
Manly Daily (Half Page Full Colour- 294mm x 130mm) 3,955 3,955 3,955 3,955 3,955 3,955 3,955 3,955 $31,643
Online
timeout.com/sydney
Leaderboard (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 $75,000
afrboss.com.au
Medium Rectangle (300x250pixels) - monthly 2,035 2,035 2,035 $6,105
TOTAL $398,453
JADDAN BRUHN Page 5

6. Auto – Maserati GranCabrio – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
The Creative Brief
Client: Maserati
Brand: Maserati GranCabrio
Date: 29/09/2010
Account Director: Jaddan Bruhn
Creative Team: Jaddan Bruhn
Role for Advertising
Increase Maserati’s share of the luxury high performance car category by 15%, whilst driving sales of
GranCabrio by 15% during the campaign period. It is also anticipated that the campaign will achieve an
increase in brand recognition of Maserati in the target audience by 35% and increase the perception of
GranCabrio by target audience as a high performance luxury vehicle by 25%.
Target Audience
Demographics – Females 30-40, educated, independently wealthy high net worth individuals in Sydney, single
and 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 high
maintenance life style (including time spent at different homes in different cities / countries, depending on
business 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 is
important, 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 a
timetable focused on their current project. Accustomed to only having the highest performance and most
luxurious objects, a GranCabrio reflects their outgoing lifestyle and need to enjoy to the fullest what is around
them. A Maserati would be chosen either based on previous individual or family ownership of an earlier
model, with the expectation that it is the only 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.
Key consumer insight – When I arrive in a Maserati my friends can hear me before they see me. The vast
customisation 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 with
maximum power 440 HP.
Tone and Manner - Contemporary, colourful, sophisticated, fun.
Desired Mediums – Print (magazine & Newspaper) & online
Budget - $400,000
Timing - Jan – March 2011
Mandatories
Maserati logo, dealership contact details, GranCabrio model name, Maserati configurator web-address.
JADDAN BRUHN Page 6

7. Auto – Maserati GranCabrio – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
The Creative Brief
Client: Maserati
Brand: Maserati GranCabrio
Date: 29/09/2010
Account Director: Jaddan Bruhn
Creative Team: Jaddan Bruhn
Role for Advertising
Increase Maserati’s share of the luxury high performance car category by 15%, whilst driving sales of
GranCabrio by 15% during the campaign period. It is also anticipated that the campaign will achieve an
increase in brand recognition of Maserati in the target audience by 35% and increase the perception of
GranCabrio by target audience as a high performance luxury vehicle by 25%.
Target Audience
Demographics – Females 30-40, educated, independently wealthy high net worth individuals in Sydney, single
and 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 high
maintenance life style (including time spent at different homes in different cities / countries, depending on
business 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 is
important, 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 a
timetable focused on their current project. Accustomed to only having the highest performance and most
luxurious objects, a GranCabrio reflects their outgoing lifestyle and need to enjoy to the fullest what is around
them. A Maserati would be chosen either based on previous individual or family ownership of an earlier
model, with the expectation that it is the only 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.
Key consumer insight – When I arrive in a Maserati my friends can hear me before they see me. The vast
customisation 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 with
maximum power 440 HP.
Tone and Manner - Contemporary, colourful, sophisticated, fun.
Desired Mediums – Print (magazine & Newspaper) & online
Budget - $400,000
Timing - Jan – March 2011
Mandatories
Maserati logo, dealership contact details, GranCabrio model name, Maserati configurator web-address.
JADDAN BRUHN Page 6