Maserati was looking to position their new SUV as a vehicle ideal for traveling the world, focusing specifically on a younger, digital-forward demographic.
Centred on ‘An Italian story. A global icon.’, the campaign featured social influencers take the car on a grand tour of the world – from Little Italy all the way to Moscow with one caveat – it was all happening in Ontario, a province that has more than 20 locations all named after famous cities from across the world.
The series took over the newly-launched IGTV channels of all Ontario dealerships to rejuvenate the accounts and connect with the audience, which brought interest and consideration among the target group.
