Maserati’s QR code marketing campaign stepped up mobile marketing a notch higher by trying to engage their customers to design their own Maserati GranTurismo S, the Italian automaker’s sportiest version of the Maserati coupé which is a combination of elegance and sportiness and developed for those looking for a distinctive car.
The GranTurismo S
The sporty and aggressive exterior design of the GranTurismo S reflects its sporty soul and its unique interior is truly something to be proud of. The cabin was designed to give a rewarding experience for driving a powerful and aggressive car with a 4.7L V8 engine and an impressive performance data of: 0-100 km/h in 4.9 seconds, 0-400 meters in 13 seconds, 0-1000 meters in 23 seconds with a top speed of 295 km/hour! Wow, if that doesn’t make your heartbeat pulsing crazily, it does to mine!
Design Your Own GranTurismo S
Maserati’s single paged advertisement were posted in luxury-focused magazines with a description of some of the car’s features including extensive customization options, a call-to-action at the bottom of the page for a Maserati web page, a phone number and the custom QR code with the company logo in the middle of it.
Upon scanning the company’s custom 2D code, scanners were lead to a mobile optimized site where they can browse through data about the sportscar which include, among others write-ups about its exteriors, interiors, technology, technical data, services and the personalization program.
The personalization program was developed to allow each client to make his own made-to-measure car. The mini car configurator enables the client to design his ideal car online and ensures that the combination of colors, leather, materials, headlining finish, stitching, carpets, wheel rim designs, calipers and other details truly reflects his desires. The choices are varied enough to satisfy even the most demanding client.
To actually see and feel their dream car and discuss other brand components, they can consult with a dealer nearest to them or they can subscribe to e-mail newsletters for the latest news and trends of their favorite car brand.
Maserati’s QR code marketing campaign clearly shows they know their target audience, individuals in the higher income bracket who according to statistics most likely own smartphones and are tech-savvy enough to adapt to new marketing trends such as scanning 2D bar codes. The campaign also addresses the company’s aim to continually improve and satisfy the most demanding clients by giving them the opportunity to design their own GranTurismo S.