Like most people watching the Super bowl one of the last companies we expected to see a commercial for was Maserati. The commercial was of the highest quality showing what seemed to be a representation of the hard work put in to preparation. Viewers did not know it was a commercial for Maserati until the final seconds. For the most part the commercial was widely liked from a sheer entertainment standpoint. However some people speculate if it was a good media strategy for Maserati. Today a ninety second ad in the Superbowl goes for about 11 Million. And for the entire Ghibli campaign the costs totaled about 17 million. Was it worth it for Maserati to put this ad in the Superbowl? Here are a few reasons why we think Maserati made the right decision putting this commercial in the Superbowl.
The first thing that stood out was that no one saw this coming at all. There was no commercial leak, no ads leading up to the Superbowl, as if Maserati knew that American consumers would be caught off guard by this new ad campaign. Maserati is not widely known as a luxury car brand in the US but this campaign drastically increased Maserati’s brand awareness. This commercial also spread by word of mouth. Social media was all over the commercial as well. Some critics think that Maserati is targeting the wrong market by advertising a high end car to the middle class, the majority of the people who watched the superbowl. But this campaign was specifically for Maserati’s Ghilbli model which is in the price range of many superbowl viewers. Last but not least was the fact that out of the 12 superbowl commercials for car manufacturers this one stood out the most, maybe except for Ford’s new marketing ploy to run two back to back commercials.
Overall it would appear that Maserati has a good marketing strategy for their new model, the Ghibli. It will be interesting to see how high the return on investment for this campaign will be.