Maserati Goes Mobile with 4th Screen Campaign
Premium mobile advertising agency 4th Screen Advertising has completed a deal with global media agency MEC for a mobile campaign for luxury car manufacturer Maserati, to support the launch of its latest model, the GranCabrio.
Using 4th Screen's rich media advertising format, iSlide, mobile advertising for the new car targets iPhone users across 4th Screen's premium mobile advertising engagement platform, Mpression, to include high quality inventory in UK from publishers such as Guardian mobile and ITN. This is the first time that Maserati has used a mobile advertising campaign targeted specifically at Smartphone users, with bespoke rich media formats.
The iSlide expandable format is similar to online formats, where users can click on the banner, which expands the ad to deliver a full screen, rich media display. The iSlide format also integrates seamlessly with the iPhone, enabling a direct connection to be made to a full blown above-the-line advert. For Maserati, the expandable ad format features a hero shot of the GranCabrio, which links through to a dedicated microsite for the new car, enabling consumers to explore the car in more detail.
The mobile activity forms part of an integrated campaign to raise the profile of GranCabrio as it launches in the UK. The mobile activity will run alongside online and press. All media was planned and bought by MEC.
"Detailed analysis of TGI and Comscore, which provides information on target demographic groups and mobile behaviour, showed that Maserati's customer base correlates highly with Smartphone consumers," says 4th Screen Account Manager, Will Rusack. "More than this, new Smartphone demographics allow us to execute high-quality campaigns based on an array of campaign parameters and this is essential for Maserati's brand. We are delighted to be working and engaging with such a premium brand. It is a sign of the growing maturity of mobile as an advertising channel."