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Maserati chose to launch the ultimate super sports car MC20, in Modena, Bologna, Italy on a global platform.
Mr JWW was invited to present the new supercar MC20 in a live broadcast. Before Mr JWW agreed to present the global launch, he was allowed to test drive the car which used patented technology derived from Formula 1. Mr JWW quickly realised that the car was outstanding and going to live up to the anticipated hype surrounding its launch.
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MC20 means Maserati Corse 2020 and not only celebrates the iconic brands return to racing, but is the first model of the Maserati Era. It is the natural evolution of the highly successful MC12 which won 22 races (including 3 victories in the 24 Hours of Spa) and 14 Championship titles across Constructors’ Championship, Drivers’ Championship and Teams’ Championships in the FIA GT from 2004 to 2010.
The worldwide launch was due to take place in September 2020, during the midst of the Covid pandemic. Tight social distancing measures and travel restrictions were being implemented rigorously across Europe. Planning, organising, filming and executing a global event at this time, required a lot perseverance.
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Mr JWW had been invited to Modena to film exclusively behind the scenes and have access all areas to the set. Following the setup of the location, were four days of intense rehearsals, backstage filming and even recording a backup launch show, just in case anything went wrong on the night.
Two grandstands seating a total of 1,000 people, were on either side of a huge media tower, standing nearly as tall as the stage. The launch would be streamed live, with a satellite link to TV and media platforms across the world.
VIP’s had been invited to view the launch from a range of stunning Maserati cars parked in front of the grandstand. VVIP’s, including Maserati Group CEO Michael Manley, were invited to sit in special classic cars, delivered direct from the Maserati Heritage Collection and parked directly in front of the stage.
The stage towered over 4 stories tall, equal to the Pyramid stage at Glastonbury, and featured two anamorphic screens. The lights dimmed as two drummers sat either side beginning their rhythmical beat to start the spectacular show, including an A-A of Maserati through the ages.
Multi-championship winning Maserati racing driver Andrea Bertolini, who had been integral to the development team, had the honour of driving the Maserati MC20 onto the stage, with Mr JWW as his passenger.
The car slowly turned on the turntable below, allowing viewers a glimpse from every angle. James emerged from the car and welcomed Andrea, along with everyone watching to this historic moment.
The initial Maserati MC20 campaign reached over 6 million people with social media platforms Instagram and Facebook achieving 11 million and 6 million followers respectively.
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To date the launch and behind the scenes footage has been watched by nearly 900,000 viewers on the Mr JWW Channel.