Celebrating the GT spirit

Project type
Campaign Website
Year
2017
Duration
2 months
Credits
Brian Oko, David Denni, Phil Pearman, Dominic Quigley

Project Summary

We designed and implemented on Maserati's CMS, Tales of GranTurismo, a Maserati.com sub-domain site, designed to celebrate the 2018 GranTurismo by taking the car on a Grand Tour across Europe and driving it, leg after leg, by guest experts. We also help manage their campaign messaging with a social media management company. The campaign consisted of using social media to drive traffic to Tales of GranTurismo campaign site. The main content on the Tales of Gran Turismo page is a video episode of a Leg that highlights different properties of the GT.

My role and personal goals

My role on the project was UX designer. I helped create the roadmap for the campaign website, researched on the famous guests for the legs, created the structure for the storyboard, helped to keep the quality of the outcome and creating ways of working more efficiently.
My goal was to improve my communication and leadership skills.

The inception

What makes the Maserati GranTurismo different to the other cars? That was the premise of our pitch. During 5 days a core group of 3 people (including me) with the management support worked to shape a narrative that could hold together the touchpoints of the campaign. That narrative was a journey. Firstly, there was a figurative journey which referred to the entrepreneurial spirit that the Maserati brothers displayed when they founded the company. Secondly, a journey through Europe driving the GranTurismo. Thirdly, the journey of the people goes through to discover more about the Maserati GT. In the concept, by using the app, the audience could interact and engage with the European journey.

Design Process

Key insights

Unfortunately, most of the initial ideas presented on the pitch hit reality. We didn't have much time to create the campaign. We were given 3 months. This was also the first time we won a campaign pitch. Due technical limitations, budget and slow approval speed, the project came to us 1 month before the actual release.

Direction

The Grand Tour was a cultural tour of Europe formerly undertaken, especially in the 18th century, by a young man of the upper classes as a part of his education.

To honour the initial concept of Grand Tour, we designed Tales of GranTurismo, a Maserati's sub-domain site, designed to celebrate the 2018 GranTurismo by taking the car on a Grand Tour across Europe.

The Grand Tour counted with a different famous guest in each episode sharing stories about their successful careers and how they related back to Maserati’s entrepreneurial spirit and brand values.

The campaign consisted of using social media to drive traffic to the Tales of GranTurismo campaign site.

Maserati online campaing blueprint
Maserati CMS interface
Understanding the limitations of the CMS by analysing the functionality of their modules
Wireframe/Planning the release of each of the Maserati Tales of Gran Turismo episodes
Design

Due to timing and a limited budget, we had to design the GranTurismo campaign site in Maserati's CMS, Magnolia. We learned how to use the different types of modules used on their global site, including the limitations. With that knowledge, we managed to shape loose wireframes for the different stages of the campaign.

That would allowed us to be flexible if any last minute changes or change of plans happened at different stages of the campaign.

To produce each episode we created Storyboard Pillars. Those pillars would allow us to interlink the personal stories of the talent to certain Maserati's values and the location of the trip.

Based on the Story Pillars, we would shape a broad storyboard to give to the videographers and production assistant. The storyboards would serve as the reference to determine a shot list. We also wrote a series of questions to prompt conversations between the interviewer and talent.

Storytelling structure & Storyboard

Final Outcome

Amplify is a service which aims to create a sustainable electronics consumer culture by providing them with assistance, knowledge and necessary tools in order to increase the lifespan of their obsolete electronics. The service aids its customers to Re-purpose, Repair and Reuse their electronics; besides providing them with tutorials on how to do it. The cultural aspect of the Amplify's business was one of my main goals, therefore the skill level and subject knowledge were taken into account. The service encourages the participation of different types of user with a different skill level to complement each other's knowledge. Events like hackathons, held at Amplify's premises, considered the participant's proposals. Their actions were rewarded and levelling up, granted them access to new bonuses.

Learnings

- Prepare your arguments and research
- Set the agenda to set the time of the meeting
- Create follow ups after each meeting to keep momentum

Previous
Amplify
Next
AA