Maserati |  Fiat Chrysler Automobiles

The 'Italian' Art of Persuasion

The Challenge

When Germans think premium or company cars, they think very rationally. They only think Audi, BMW and Mercedes-Benz.

The Idea

When googling keywords like A6, 5 Series, E-Class and test drive our target group was hijacked by an unavoidable offer: to drive a Maserati Ghibli, the company car 2015, to our competitors showrooms - for their intended test drive.

Growth

We proved to Germans that sometimes rational choice can also be emotional:

  • Pinpoint targeting in cooperation with Google Adwords-Beta
  • 8% click-through rate
  • 150% increase in test drives
  • 10% conversion rate
Recognition
  • Cannes, Silver (Creative Data Lions: Data-Driven Targeting)
  • Lürzer´s Grand Slam, Bronze (Direct)