Maserati Levante Trofeo
Unfolding unprecedented power.

With its 580 horsepowers, the new Levante Trofeo introduces itself as mighty and powerful as a rampant thunderstorm. It’s an understatement to say: Translating the sheer momentum of this luxury SUV onto a newspaper insert ad is a challenge. Or one could say: The perfect basis to turn a conservative touchpoint into a fierce and stirring Augmented Reality experience. Letting the pavement smolder – from the Germany Trade newspaper ‘Handelsblatt’ right onto the Levante Trofeo’s website.

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  • Creative Direction
  • Art Direction
  • Conception
  • Motion Design
  • Development AR Experience
  • Automotive
  • Augmented Reality

Concept

Customer Journey at 300 kph top speed.

For the product presentation of the new Levante Trofeo in the German trade newspaper ‘Handelsblatt’, Maserati sought for an innovative way to jump-start a classic medium with a fresh new way to spark interest within its well-funded car and tech savvy target group: The newspaper insert ad.

8 cylinders, 580 horsepowers and a sporty upscale interior – printed on a flat paper surface, such a striking product can merely be experienced in all its intensity. Our aim: The Levante Trofeo should not only be displayed, it should look as striking a s a lightning bolt.

We utilized Augmented Reality technology that tunes a static print ad to become a zooming customer journey from awareness and involvement right to quantifiable website visits.

Augmented Reality Development

AR straightforward onto the fast lane.

Via a scannable QR code an Augmented Reality layer is initiated and lets the ad come to life in an electrifying animation. The clou: Thanks to the in-house developed framework, any provided imagery can be used as AR-markers. This way, it takes only a small segment of the print ad to launch Augmented Reality contents.
Concurring with the “Be the storm” campaign, the Levante Trofeo is staged under a thrilling lightning storm sky. Shortly after, the advertisement changes into a projection canvas for the campaign TV commercial, letting the powerful V8 do its magic. With roaring sound and racing dolly shots. After the experience, the user is automatically directed onto the campaign website.

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Results

Hot storms of enthusiasm in cold print.

With the brands first Augmented Reality print ad, we not only introduced Maserati into over 130.000 households twice, but thunderously sent the brand into its own digital era. With an involving and stirring customer journey, that truly puts print advertisement into overdrive.

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  • Client:
    Maserati S.p.A.
  • Industry:
    Automotive
  • Services:
    Creative Direction / Art Direction / Conception / Motion Design / Development AR Experience
  • Year:
    2019