To celebrate the hundredth year of the brand and to mark the tenth anniversary of Maserati’s successful entry into China with a launch of its grand “China-Italy Centennial Rally”, the agency was asked to create a digital campaign for the Chinese audience. The result was a Chinese campaign minisite dedicated to the stories of "Discover Six Generations of Quattroporte" and “China-Italy Centennial Rally”, which is accessible through a personal computer as well as on mobile.
Following the story of "Discover Six Generations of Quattroporte", visitors explore the six generations of the Quattroporte as it is being told from different parts of the world. Solutions for the Q&A quiz can be found throughout the minisite in which stamps can be collected once answered correctly for prize draws.
The “China-Italy Centennial Rally” minisite follows in live, a fleet of Maserati cars driven by their owners and journalists, which was set off from Beijing, crossing six countries - Russia, Belarus, Poland, Czech Republic, Germany and Austria - before arriving in Maserati’s home of Italy. The “China-Italy Centennial Rally” covered 12,000km in 35 days, finishing in Modena, Italy, in mid-September to form part of Maserati's global centennial gathering. The minisite is composed of beautiful photography, interesting facts about the cities crossed, and video Q&A in which visitors can collect stamps and win prizes. Visitors can also create digital postcards to share with friends.