Prize goes to the “MMXX: Time to be Audacious” event
The winners of the XVII edition of the Best Event Awards competition were announced on December 4th, 2020. 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 organised 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 9 September 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 totalling 630 m2 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 a visionary storytelling embracing Maserati’s past, present and future.