Maserati QP GTS Launch
JOHANNESBURG & CAPE TOWN – JUNE 2017
A stunning event from the outside in – first opening the new dealership before revealing the new Quattroporte. The opening ceremony culminated with the placing of a trident into a plinth to symbolise the opening of the doors – with guests invited to walk a laser tunnel of water to symbolise Neptune.
Later in the evening a stunning husband and wife Opera duet fought a battle of love over the Quattroporte with the lady eventually winning by unveiling the vehicle and wrapping the silk around herself.
ROI
- GBP 55,000 investment plus an additional GBP 10,000 product contribution from partners
- 330 guests (from an invited list of 350), 85 journalists
- Addiitonal components consisted of ATL, Digital and email direct sales campaigns
- Full allocation pre-sold, all sales apportioned to event
- Attended by senior management of Maserat S.p.A.
- Created direct partnerships with Bulgari, Ermenegildo Zegna and Pierre Jouet
- Surpassed all KPI’s, both sales and PR for the teaser campaign, event and post launch sales drive
- Two bespoke Ermenegildo Zegna “Su Misura” Quattroportes were purchased, where the headlining, seat inserts and door panel inserts featured the same bespoke hand made fabrics from your Su Misura Suits – at an additional GBP 22,000 extra over the price of the car
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