Title	THE 'ITALIAN' ART OF PERSUASION
Brand	MASERATI
Product/Service	MASERATI GHIBLI
Category	A02. Data-Driven Targeting
Entrant	GEOMETRY GLOBAL GERMANY Dusseldorf, GERMANY
Idea Creation	GEOMETRY GLOBAL GERMANY Dusseldorf, GERMANY

Name	Company	Position
Alfredo Hirschfeld	Geometry Global	Copywriter
Adrian Bühler	Geometry Global	Deputy Managing Director
Matthias Hoffmann	Geometry Global	Executive Creative Director
Howard Smiedt	Geometry Global	Chief Creative Officer - EMEA
Simon Goebel	Geometry Global	Senior Art Director
Maik Hofmann	Geometry Global	Head of Digital
Peter Mergemeier	Geometry Global	Managing Director
Christian Giegerich	Geometry Global	Account Director
Mario-Ignazio Cigna	Geometry Global	Creative Director Branding & Design
Sandra Bürger	Geometry Global	Junior Art Director
Pascal Grefkes	Geometry Global	Account Management
Anika Ebert	Geometry Global	Awardmanagement

The Campaign

In April 2016 we launched a two weeks long activation period to throw our target group off course on their established user journey. With the help of Google’s new AdWords BETA version we identified our target group very precisely and hijacked members googling for a test drive with an unavoidable offer: „the ‘Italian’ art of persuasion“. We did not dissuade people from planning a test drive with our competitors. In fact, on our promotion website we even encouraged and supported their plans: Firstly, we helped to book a test drive with Audi, BMW or Mercedes, and then we helped them to get to their appointment at the car dealer. – By providing them a brand new Maserati Ghibli.

Thanks to the cooperation with Google AdWords BETA, and the approach of the clearly defined peer group, Maserati achieved a click-trough-rate of 8%. With regards to sales/lease, the conversion rate was nearly at 10% (9,7%). The amount of test drives increased by almost 150% (147%), when compared with the preceding month.

This work combines data driven, motivational and emotional know-how by using a brand-new BETA version of Google AdWords: We targeted relevant users (data and attribution based) in a relevant micro-moment (motivational and intent based) and broke their habits through delivering a highly relevant but surprising offer (insight based). The campaign exceeded in all of the clients expectations and industry benchmarks.

Strategic data capture and media analysis comes to the following conclusion about our target group: • company car drivers in germany are mainly male, 35-55 years old • they search for test drives during office hours (mo-fr, 9am-6pm) • they prefer Audi A6, BMW 5, Mercedes E-Class The Ghibli, Maserati’s first mid-range premium car, is only perceived by 1.7 per cent of the target group as a real alternative for a business car. But: Once the Ghibli has arrived, it will not be left behind! No other car of this class has a higher purchase probability after a test drive than the Ghibli. The conversion rate reaches an unparalleled 8 per cent. Additionally, the customer journey of potential customers – with a core target group of male customers, aged 35-55 – is almost standardized. Over two thirds (66.8 per cent) of all potential buyers find information about test driving online and mobile - more than by any other medium. Therefore, while brainstorming, we focused on opportunities to define the exact target group and enter the purchase process online and through mobile to generate as many test drives as possible with reduced wastage.