🗣 With its 580 horsepowers, the new Levante Trofeo introduces itself as mighty and powerful as a rampant thunderstorm. It’s an understatement to say that translating the sheer momentum of this luxury SUV onto a newspaper insert ad is a challenge. Or one could say: it is the perfect basis to turn a conservative touchpoint into a fierce and stirring Augmented Reality experience by letting the pavement smolder from the Germany Trade newspaper ‘Handelsblatt’, right onto the Levante Trofeo’s website.
Concept: Customer Journey at 300KPH Top Speed
🗣 For the product presentation of the new Levante Trofeo in the German trade newspaper ‘Handelsblatt’, Maserati sought an innovative way to jump-start a classic medium with a fresh new way to spark interest within its well-funded car and tech-savvy target group: The newspaper insert ad.
8 cylinders, 580 horsepower, and a sporty upscale interior printed on a flat paper surface? Such a striking product can merely be experienced in all its intensity. Because of it, the company’s aim was that the Levante Trofeo should not only be displayed, but it should look as striking as a lightning bolt.
For that, they utilized Augmented Reality technology that tunes a static print ad to become a zooming customer journey from awareness and involvement right to quantifiable website visits.
Augmented Reality Development: AR Straightforward onto the Fast Lane
🗣 Via a scannable QR code, an Augmented Reality layer is initiated and lets the ad come to life in an electrifying animation. The core idea here is that thanks to the in-house developed framework, any provided imagery can be used as AR markers. This way, it takes only a small segment of the print ad to launch Augmented Reality content.
Concurring with the “Be the storm” campaign, the Levante Trofeo is staged under a thrilling lightning storm sky. Shortly after, the advertisement changes into a projection canvas for the campaign TV commercial, letting the powerful V8 do its magic. With roaring sound and racing dolly shots. After living the experience, the user is automatically directed to the campaign website.
🤔 The results? Hot storms of enthusiasm in cold print.
With the brand’s first Augmented Reality print ad, we not only introduced Maserati into over 130.000 households twice but thunderously sent the brand into its own digital era. With an involving and stirring customer journey, that truly puts print advertisement into overdrive.
Maserati clearly turned it up a notch for all other companies in the industry, providing customers and potential clients not only with a product presentation but a vivid experience of what it feels like to have a Levante Trofeo 💪
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