USP Partner organizes "Private Preview Days" for Maserati
Der neue Supersportwagen MC20 von Maserati wurde im Rahmen der Schweizer Vorpremiere exklusiv im kleinen Kreis vorgestellt – USP unterstützte Maserati bei der Planung & Umsetzung der «Private Preview Days».
In November 2020, the new Maserati MC20 was presented exclusively to selected guests at a preview event in Switzerland. USP supported Maserati in the planning and implementation of the Swiss preview at a total of three locations in Lausanne, Zurich and Lugano. As part of the event, Maserati wanted to offer the target group an exclusive, personal and emotional experience with the new MC20 in order to arouse interest and anticipation for the soon-to-be-available super sports car.
Event interpreted as an exhibition
The focus of the event days was the brand-appropriate staging of the new vehicle. Simple branding and communication materials rounded off the overall appearance. After a warm welcome, the new super sports car was unveiled in a lavishly staged setting. After a professional introduction of the MC20 and presentation of the most important features by a trained product genius, the event was all about "discovering for yourself": sit behind the wheel, feel the materials and experience the vehicle live.
The private preview was rounded off by an atmospheric lounge area where guests could chat about the brand's new products with the trident over a glass of wine and round off the event in a relaxed atmosphere.
Brand-appropriate experience in compliance with the protective measures
A comprehensive protection concept was developed for the Private Preview Days in order to take account of the current Covid-19 situation and comply with all the associated requirements. Instead of planning large daytime and evening events with many invited guests at once, the Consumer Journey was divided into one-hour slots with a maximum of five to 15 guests. This meant that a maximum of eight groups could be received per day. Thanks to generously planned locations with plenty of space and the small number of people per slot, the one-hour experience could be carried out at any time in compliance with the applicable distancing rules - and also created an even more exclusive visitor experience for the guests due to the small number of people
