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Maserati MC20 - the first of its kind Maserati MC20 Private Preview Days

Maserati's new super sports car MC20 was presented exclusively to a small circle at the Swiss preview - USP supported Maserati in the planning & realization of the "Private Preview Days". In November 2020, the new Maserati MC20 was presented exclusively to selected guests at a preview. USP supported Maserati in the planning and realization of the Swiss preview at a total of 3 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-released super sports car.

The first of its kind - Maserati's new MC20 super sports car promises nothing less and heralds a new era for the brand. The new MC20 combines performance, sportiness and luxury in the unique Maserati style. The MC20 is the new Maserati everyone has been waiting for.

An event interpreted as an exhibition of contemporary art

To achieve this, at the beginning of the presentation, the MC20, was parked on a pedestal and, to add to the mystery, was draped with a white cloth which was to be removed for the reveal. However, even under its camouflage, its sleek lines gave a first impression of its sporty and elegant design and form. Simple but high-quality branding and communication served to enhance the exhibit of the car.

Then, after a warm welcome was extended to the exclusive target group; the moment arrived and the new Mazerati MC 20 super sports car was unveiled and displayed in all its glorious magnificence.

The right mix of video, light and sound effects provided the dramatic impact suitable for the occasion. And this, together with the vision of the new MC20 was all that was needed to get the adrenaline pumping among the guests. After the professional presentation of the MC20 and a more detailed explanation of the most important features of the car by a trained Product Genius, the event was all about “discover it for yourself”. The excited guests then got the opportunity to sit behind the wheel of the MC20, to feel the upholstery materials, to see the internal finishes up close, and to experience the vehicle live. Detailed questions from the guests about the MC20 were then competently answered by the Product Geniuses as the guests were discreetly and professionally accompanied on their journey of discovery.

In addition to experiencing the MC20, guests also had an opportunity to find out about other innovations from the Maserati brand. For example, Maserati also presented an exclusive customization program, “FuoriSerie”, to interested visitors. This is a program which uses high-quality materials and Italian craftsmanship to meet all customer requirements for individuality and exclusivity. The program was demonstrated to the target group using an elaborately customized Maserati Ghibli, and the possibilities offered by the program to have one’s vehicle customised to suit one’s personal style, were also explained and presented by a Product Genius.

The private preview was rounded off in a lounge area decorated to highlight and promote the Maserati brand. Here the guests could gather to talk about the new launch, as well as about the other products offered by the brand, over a glass of wine. And so the event ended, and the evening drew to a close in a relaxed and genial atmosphere.

Exclusive experience in compliance with all protective measures

In order to take into account the current COVID-19 situation and to fulfill all requirements, a comprehensive protection concept was developed for the Private Preview Days, which enabled a risk-free realization of the events on all levels: Instead of planning large day and evening events with many invited guests at once, the consumer courney was designed for 1-hour slots with a maximum of 5 to 15 guests (depending on the requirements in the respective canton). This meant that up to a maximum of 8 groups could be welcomed per day. Thanks to the generously planned locations with lots of space and the small number of people per slot, the one-hour experience could be held at any time in compliance with the applicable distance rules - and created an even more exclusive visitor experience for the guests due to the small number of people. Staff who accompanied the consumer journey from start to finish, as well as steles with disinfectant, discreetly ensured that all safety measures were observed at all times.

At the reception, all guests were registered in the welcome area at the beginning of the event in order to be able to carry out any necessary contact tracing, and masks were required for the entire event. The guidance at the event was also designed in such a way that guests from the lounge area, which was separated from the presentation area, could leave the location via a separate exit without any contact with the newly arriving guests in the entrance area for the next slot.

The Private Preview Days thus provide the best proof that unique and emotional brand experience is also possible in the current environment, if creative ways are found and comprehensive protection concepts for compliance with all regulations are integrated into the concepts right from the start.


Presentation and staging of the new MC20 as a Swiss preview within the framework of exclusive "Private Preview Days" while observing all protective measures.


A well thought-out event concept where guests had the opportunity to get to know and experience the new Maserati MC20 exclusively and in a private setting.


Emotional live experience for all invited guests in Lausanne, Zurich & Lugano with many interested initial contacts, which in a second step can now be further processed for consultation meetings and test drives.

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