Challenge

Increase awareness around Maserati products – especially Folgore, Maserati’s electric automotive offering – by leveraging the brand’s sponsorship of Maserati MSG Racing in Formula E.

Solution

With Maserati Germany particularly keen to activate, we identified the Berlin E-Prix as a key opportunity to bolster the on-track hospitality programme with extensive off-track events.

We opted for two activations: an evening guest and media reception, including a Maserati MSG Racing Team ‘Drivers Meet & Greet’, and a Saturday race Watch Party at the Maserati Dealer in Berlin.

Taking over the Conference Suite at the Telegraphenamnt Hotel, we shipped in the Maserati Gen3 racing car and GT vehicles to align with the brand’s ‘Race Beyond’ concept.

Giovanni Sgro, Head of Maserati Corse, and the Maserati MSG Racing Team drivers participated in a media Q&A session, followed by a photo and autograph opportunity for the upper echelon of Maserati guests and clients.

The following day saw the same guests descend on the Berlin Maserati Dealership for a bespoke branded E-Prix Watch Party. Alongside the racing, test drives of the Folgore were available, to fully engage prospective customers with the product.