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Deep Dives

Maserati x Good Weekend

The challenge

Nine’s news brands make the Maserati Trofeo accessible while building a halo of aspiration across the luxury brand.

Opportunity

Maserati wanted to deliver a campaign that would generate awareness, desire and consideration for the luxury automotive brand: inspiring Australians to dream about the possibility of owning their own masterpiece of Italian design.

Maserati’s brief was to build brand awareness for its feature model, the Levante Trofeo, by leveraging storytelling aligned to “grand journeys”. Maserati also sought to build a halo of aspiration across the Maserati portfolio.

Nine’s Good Weekend magazine and its annual 52 Weekends Away edition was the perfect platform to tap into grand journeys and long-form storytelling to share the Maserati story.

Strategy

Maserati wanted the Levante Trofeo to be viewed as an accessible luxury vehicle. The aim was to connect with the high-value readers of Nine’s mastheads, The Sydney Morning Herald and The Age while leveraging the power of long-form storytelling to drive deeper consideration.

Nine created a premium, cross-platform content partnership across news-inserted magazines, digital, and print which saw Maserati “owning” Good Weekend’s flagship 52 Weekends Away edition.

Execution

The partnership consisted of a bespoke Maserati false front cover of 52 Weekends Away, with an inside front cover advertorial that extended to an online digital advertorial experience with The Australian Financial Review. Good Weekend also included a double-page sponsored content article rich with ideas and inspiration for the best weekend trips to take in Sydney and Melbourne. In addition, the sponsored content was housed online on Traveller and supported with contextually relevant display placements.

Results

The branded content immersive executionssaw results across in-view time 10% above the industry benchmark while the native articles exceeded page view forecasts. All ad units achieved a high CTR (0.60%), significantly above the industry standard of 0.08%

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