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Luxury car maker Maserati has made its first foray into the rich-media territory of smartphone advertising. With 4th Screen Advertising, it has launched a campaign targeted specifically at smartphone owners for it's newest model of GranTourismo - the convertible GranCabrio.
What's the deal here?
4th Screen Advertising runs its own advertising platform called Mpression, which supports a rich-media format called iSlide. Using iSlide, Maserati and media agency MEC have created a display campaign for the GranCabrio. The banners will slide out to fill the whole screen of whatever smartphone you're using - Mpression works cross platform. Clicking the ad brings you to a landing page with info about the GranCabrio, including the option to book a test drive.
This is the first time Maserati will have used such a media intense campaign on mobile - but it has already said it intends to do more mobile marketing later this year. This particular campaign will be part of a larger marketing drive incorporating on-line and press ads.
Will Rusack, 4th Screen Account Manager said: “Detailed analysis of TGI and Comscore, which provides information on target demographic groups and Mobile behaviour, showed that Maserati's customer base correlates highly with smartphone consumers. More than this, new smartphone demographics allow us to execute high-quality campaigns based on an array of campaign parameters and this is essential for Maserati's brand. We are delighted to be working and engaging with such a premium brand and it is a sign of the growing maturity of mobile as an advertising channel. Mobile is the perfect platform to allow Maserati to truly engage with potential customers on a one to one personal basis.â€
What we think?
Comparatively, Maserati is pretty late to this game. Luxury car brands have a good history of running successful campaigns on mobile in general and on smartphones in particular.
Source: http://www.gomonews.com/
What's the deal here?
4th Screen Advertising runs its own advertising platform called Mpression, which supports a rich-media format called iSlide. Using iSlide, Maserati and media agency MEC have created a display campaign for the GranCabrio. The banners will slide out to fill the whole screen of whatever smartphone you're using - Mpression works cross platform. Clicking the ad brings you to a landing page with info about the GranCabrio, including the option to book a test drive.
This is the first time Maserati will have used such a media intense campaign on mobile - but it has already said it intends to do more mobile marketing later this year. This particular campaign will be part of a larger marketing drive incorporating on-line and press ads.
Will Rusack, 4th Screen Account Manager said: “Detailed analysis of TGI and Comscore, which provides information on target demographic groups and Mobile behaviour, showed that Maserati's customer base correlates highly with smartphone consumers. More than this, new smartphone demographics allow us to execute high-quality campaigns based on an array of campaign parameters and this is essential for Maserati's brand. We are delighted to be working and engaging with such a premium brand and it is a sign of the growing maturity of mobile as an advertising channel. Mobile is the perfect platform to allow Maserati to truly engage with potential customers on a one to one personal basis.â€
What we think?
Comparatively, Maserati is pretty late to this game. Luxury car brands have a good history of running successful campaigns on mobile in general and on smartphones in particular.
Source: http://www.gomonews.com/
