The prize goes to the “MMXX: Time to be Audacious” event
Modena, Italy 4 December 2020. The winners of the XVII edition of the Best Event Awards competition were announced today. Maserati has carried off the highest accolade in the events sector thanks to its extraordinary “MMXX: Time to be Audacious” show, held last September to inaugurate a new era in the history of this more than a century-old Brand and reveal the new MC20 super sports car.
The event was conceived and produced for Maserati by FeelRouge Worldwide Shows.
“MMXX: Time to be Audacious” was also a winner in the “Brand Experience” and “B2C Event” special categories.
The jury of 40 experts, including event managers and marketing and communication directors of the largest investor corporations in live communication, assigned the award to the Brand Experience staged by Maserati, which organized an extraordinary event in both live and digital format in spite of the, particularly challenging circumstances.
“We’re proud of this award, but we are even more proud to have inaugurated a new Era for our Brand and to have given undeniable proof of our audacity,” underlined Maserati CEO, Davide Grasso. “For our Brand, this is a time to build our future. The event for which we were awarded, highlights our courage, and is a true representation of the Maserati values. In fact, we are guided by our passion, unique in our design, and innovative by nature.”
“We are happy to celebrate this important award with Maserati, which affirms an extraordinary experience in such a special moment, giving confidence to the future of the entire live industry," says Valentina Saluzzi, CEO of FeelRouge Worldwide Shows. "Confronting a brand whose heritage represents a significant page in the history of the automotive industry, at a time of strategic turning point and renewal of the storytelling, was an exciting challenge. We have worked together with the excellent Maserati team for over a year, with a mutual exchange of experiences and insights that are very rare.”
“MMXX: Time to be Audacious” The event was threefold: a live show, a virtual experience, and a real journey into Maserati’s identity involving key Modena locations. The Concept was a unique brand experience, a real first for the automotive sector, which marked the start of the new Maserati Era.
On Wednesday, September 9, the show was both real, with about 500 guests at the Modena Circuit, and virtual, accompanied remotely by two simultaneous mirror events in New York and Tokyo. The show, which told its engaging and exciting story, was designed to inspire and to avoid conventional celebration and product launch formats. It was a real immersion in the Brand’s soul, both celebrating it and revealing its completely renewed identity.
The fast-paced show immersed the spectator in a flow of different segments including live performances, anamorphic images, and augmented reality, projected on a monumental screen totaling 6781 square feet (630 square meters) in area. The almost cinematic sequence guided the guests, both present at the circuit and attending via live streaming, towards a new, contemporary vision of Maserati, preparing the way for the culminating moment: the World Première of the new MC20.
The following day, the entire city of Modena was transformed into the stage for this distinctive Brand communication concept. The historic Viale Ciro Menotti plant and the Maserati Innovation Lab, the city’s Anatomical Theatre, and its principal piazzas became the stages in visionary storytelling embracing Maserati’s past, present, and future.
Maserati Maserati produces a complete range of unique cars with an amazing personality, immediately recognizable anywhere. With their style, technology, and innately exclusive character, they delight the most discerning, demanding tastes and have always been a global automotive industry benchmark. A tradition of successful cars, each of them redefining what makes an Italian sports car in terms of design, performance, comfort, elegance, and safety, currently available on more than seventy markets internationally. Ambassadors of this heritage are the Quattroporte flagship, the Ghibli sports sedan, now also available in a hybrid version, the Trident Brand’s first electrified car, and the Levante, the first made by Maserati SUV, all models denoted by the use of the choicest materials and technical solutions of superlative excellence. A complete range, including V6 and V8 petrol, 4 cylinder hybrid, and V6 diesel powerplants, with rear-wheel and four-wheel drive. The range’s prestige was recently even further enhanced by the introduction of the new Trofeo Collection, comprising Ghibli, Quattroporte, and Levante, equipped with the powerful 580 hp V8 engine. The top-of-the-range is the new MC20 supercar, powered by the ground-breaking Nettuno V6 engine, incorporating F1-derived technologies now made available in the power unit of a standard production car for the first time. Today, the Maserati range is produced at three plants: Ghibli and Quattroporte are built at Grugliasco (Turin) at the Avvocato Giovanni Agnelli Plant (AGAP), and Levante at the Mirafiori plant in Turin. The new MC20 supercar is produced in Modena, at the historic Viale Ciro Menotti plant.
Feel Rouge Worldwide Shows FeelRouge Worldwide Shows is a strategic partner that combines creativity and technology to create live and digital formats, for large events and show exhibits. FeelRouge operates around the world with an international team of talents, able to transform the essence and communication needs of brands into projects with attention to the smallest detail and memorable performances. FeelRouge, born in 2016 and led by Carolina Dotti and Valentina Saluzzi, is part of Balich Worldwide Shows, specialized in the production of Olympic Ceremonies, Events and Exhibit, Immersive Shows and Destination Experiences, founded by managing partners Marco Balich, Gianmaria Serra, and Simone Merico and guided by the CEO, Stefano Core.