Ahead of the 2017 Randox Health Grand National, premium auto brand Maserati is leveraging consumer interest around the big race with the release of a ‘Car v Horse Challenge’ video.
This animal against machine off-road challenge campaign pits a pair of horse racing brothers to battle one another in a promotion for the premium automotive brand’s new Levante SUV.
National Hunt Trainer and Maserati ambassador Dan Skelton takes the wheel of the new Maserati Levante and races against his professional jockey brother Harry riding point-to-pointer Dinnie O.
The luxury Italian car brand promotion, which follows the rules of historical Point-to-Point racing, takes place in the grounds of the Chavenage House Estate in the Cotswolds and sees the brothers tasked with travelling between two set points as fast as possible.
The nature of the course’s rough terrain reflects the campaign’s objective – to showcase the capabilities of Maserati’s first ever SUV.
In addition to the PR work around the initiative, the challenge is amplified across the car brand’s digital and social channels including Twitter,
Point to Point racing with a difference. Who’s quicker cross-country, the #MaseratiLevante or Horse?@DSkeltonRacing @harryskelton89 pic.twitter.com/ep84XAT8ED
— Maserati GB (@MaseratiGB) April 3, 2017
and Instagram.
The hero film is further supported by a pre-Aintree, Grand National Q&A with Dan Skelton in which the trainer discusses his memories of the nation’s favourite race and his personal predictions for the 2017 Grand National Festival.
‘Understandably the yard is a very busy place at the moment and it was enjoyable to take some time out of the pressures of preparation for the Aintree Festival,’ comments Dan Skelton.
‘Racing my brother through the British countryside in the new Maserati Levante was fantastic fun and of course the best combination won!’
Harry Skelton adds: ‘We’ve always been ultra-competitive and of course I never like losing to my brother. The challenge was something very different to my usual day job, and I’m hoping Dan will lend me the keys to his Levante soon so I can get behind the wheel for a test drive.’
The Q&A covers topics ranging from what makes the Grand National so special, to what kind of preparation goes on at the yard ahead of the big Aintree meeting and which horses should consumers be keeping an eye on this weekend.
Activative Comment:
Officine Alfieri Maserati, which was originally founded back in 1914 in Bologna (Italy) has long been famous for its sports car credentials, but has recently moved into the salon and now SUV spaces.
By leveraging the UK’s biggest annual race, this is a tactical ambush campaign leveraging one of the biggest British sports events running close to the vehicle’s official launch.
Other sports spaces and sponsorships in Maserati’s partnership portfolio have included polo,
sailing,
and cycling.
In the UK, this latter space is spearheaded by an official partnership with the Tour de Yorkshire (including title rights to The Maserati Tour de Yorkshire Ride) – see https://www.maseraticycling.co.uk/.
Send us your favourite cycling shots for a chance to #win a pair of ride places in this year’s @letouryorkshire pic.twitter.com/yVjdm5nVUn
— Maserati GB (@MaseratiGB) March 24, 2017
Links:
Maserati
www.maserati.co.uk/maserati/gb/en/models/levante
https://twitter.com/MaseratiGB
https://www.facebook.com/Maserati
https://www.youtube.com/maserati
https://www.instagram.com/maseratigb/
https://www.maseraticycling.co.uk/
