Maserati

Brief:

To double sales over 3 years

Solution:

A fully connected customer experience to the business and into dealerships and to consumers. Understanding the friction points and providing solutions to the whole journey.

Process:

• So we started by literally getting into the closets of Maserati owners and considers (using ethnography).

• From this, we identified a series of target personas which we then used to develop a horizontal view of their life across the life cycle of buying and owning a new Maserati.

• Along the journey we used insights and data to create “interventions” that were developed sized and deployed to drive the business forward.

• These vertical “interventions” were then used to brief in various agencies against a specific need and project.

Result:

Used across 11 markets, results include a 12% increase in traffic to own channels, increased leads by 15% and a fully restructured organisational culture,