Luxury Opps: Maserati launches new campaign, speeds past FY 2021 digital spend

Maserati recently launched a new campaign that positions the MC20 Cielo as adaptable, pleasant to drive and, of course, fast. Made by Callen, which has handled creative and digital since 2020, the work is designed to reach higher household-income (HHI) consumers who don't need to bother themselves with details like mileage or price, neither of which are mentioned in the ad. Sellers should contact soon to secure last-minute ad dollars.

According to iSpot, Maserati hasn't invested in national TV since it allocated around $435 in 2020.

So far this year, Pathmatics reports the automaker has spent roughly $657.2k on digital ads, already up 4% from the roughly $631.6k it spent in all of 2021. The roughly $631.6k that Maserati ended up spending on this channel last year was 20% more than the roughly $528.5k it spent in 2020. The brand has earned ~82.2m digital impressions YTD via Facebook (67%), Instagram (30%) and Twitter (3%) ads.

This information leads me to believe an advantage will go toward sellers able to offer high-ROI strategies among luxury-minded millennials and Gen-X. Digital spend shows no signs of slowing down anytime soon. According to Kantar data, Maserati also utilizes local broadcast.

Agency & martech readers - The brand doesn't currently show major signs of imminent agency reviews, but it may seek new agency partners on project-by-project bases. Maserati currently works with media AOR Publicis Media and creative and digital AOR Droga5.