Maserati - immerzion.one Pilot Project

The Brief

The Odeonsplatz showroom was Maserati’s ‘Pure Brand Experience’ store in Munich. But whilst potential customers liked the beautiful products inside and they showed interest, they often were reluctant to enter, as they felt a barrier or wanted to avoid any ‘sales pressure’. This was not a particular Odeonsplatz issue but relevant for their broader dealer network (and also very common in the automotive industry).

We had pitched immerzion.one to Maserati (at that stage it just focused on a Retail Configurator), they loved it but said it’s great for once the customer is in the store, but how do we get them to visit the showroom in the first place?

The Objective

The objectives therefore were pretty straight-forward; increase customer interest to engage with the Maserati brand and facilitate pull / entry to the Odeonsplatz showroom.

The Strategy

We have Maserati to thank first of all. Without their specific requirements, immerzion.one wouldn’t be what it is today. The Awareness to Purchase / Home to Retail model would not have been realised. So the Maserati brief was our Genesis. But in addition to the mobile / headset ecosystem and back-end intelligence, we delved into some wonderfully different ideas for immersive in-store displays and attractions.

The Output

immerzion.one as it is today.