Momentum

Challenge

Amidst a sluggish year caused by Covid-19 and subsequent lockdowns, Maserati Malaysia sought to build awareness for their new Levante SUV and reinvigorate interest in their luxury lineup. On top of this, they were also challenged with a cautious target audience, just taking their first steps into a new endemic world.

Solution

Built on Maserati’s “Brutal Beauty” global campaign, Aforemention’s solution was the localised campaign named Momentum. Launching simultaneously with the reopening of state borders in Malaysia, it capitalised on the celebratory atmosphere, beckoning Malaysians to take advantage of the good times and sate their wanderlust. The campaign also introduced the Momentum Deals to encourage sales, promoted through Facebook and Google ad strategies. Bold, positive visuals and language brought out the essence of the campaign, while also being in line with Maserati’s “Masters of Italian Audacity” brand identity.

Result

From September 2021 to February 2022, the Momentum campaign achieved: