iain ross motorvated creative work case studies x3 copy
Post on 12-Sep-2014
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Work samples and confirmation of broad automotive comms experienceTRANSCRIPT
Iain Ross
Iain Ross: ‘Strategic-Creative-Resource’
Iain RossMotorvatedCreative
Iain Ross: ‘Strategic-Creative-Resource’
Iain RossMotorvatedCreativeWork...
Iain Ross: ‘Strategic-Creative-Resource’
Iain RossMotorvatedCreativeWork...
Iain Ross: ‘Strategic-Creative-Resource’
Hello...
Iain RossMotorvatedCreativeWork...
Iain Ross: ‘Strategic-Creative-Resource’
15years
Iain RossMotorvatedCreativeWork...
Iain Ross: ‘Strategic-Creative-Resource’
15years of automotive experience
Iain RossMotorvatedCreativeWork...
Iain Ross: ‘Strategic-Creative-Resource’
15years of automotive experience shown in 5 mins...
Iain RossMotorvatedCreativeWork...
Iain Ross: ‘Strategic-Creative-Resource’
Brand experiences:
Iain RossMotorvatedCreativeWork...
Iain Ross: ‘Strategic-Creative-Resource’
Brand experiences:
- Audi
Iain RossMotorvatedCreativeWork...
Iain Ross: ‘Strategic-Creative-Resource’
Brand experiences:
- Audi- Mercedes-Benz
Iain RossMotorvatedCreativeWork...
Iain Ross: ‘Strategic-Creative-Resource’
Brand experiences:
- Audi- Mercedes-Benz- Smart
Iain RossMotorvatedCreativeWork...
Iain Ross: ‘Strategic-Creative-Resource’
Brand experiences:
- Audi- Mercedes-Benz- Smart- Maybach
Iain RossMotorvatedCreativeWork...
Iain Ross: ‘Strategic-Creative-Resource’
Brand experiences:
- Audi- Mercedes-Benz- Smart- Maybach- Toyota
Iain RossMotorvatedCreativeWork...
Iain Ross: ‘Strategic-Creative-Resource’
Brand experiences:
- Audi- Mercedes-Benz- Smart- Maybach- Toyota- Lexus
Iain RossMotorvatedCreativeWork...
Iain Ross: ‘Strategic-Creative-Resource’
Brand experiences:
- Audi- Mercedes-Benz- Smart- Maybach- Toyota- Lexus- Bentley
Iain RossMotorvatedCreativeWork...
Iain Ross: ‘Strategic-Creative-Resource’
Brand experiences:
- Audi- Mercedes-Benz- Smart- Maybach- Toyota- Lexus- Bentley- Maserati
Iain RossMotorvatedCreativeWork...
Iain Ross: ‘Strategic-Creative-Resource’
Brand experiences:
- Audi- Mercedes-Benz- Smart- Maybach- Toyota- Lexus- Bentley- Maserati- Renault
Iain RossMotorvatedCreativeWork...
Iain Ross: ‘Strategic-Creative-Resource’
Case histories:Iain RossMotorvatedCreativeWork...
Iain Ross: ‘Strategic-Creative-Resource’
Case histories:
Mercedes-BenzToyotaMaserati
Iain RossMotorvatedCreativeWork...
Iain Ross: ‘Strategic-Creative-Resource’
Mercedes-Benz(Europe)
Iain RossMotorvatedCreativeWork...
Iain Ross: ‘Strategic-Creative-Resource’
AutomotiveMercedes-Benz
Refocusing a German automotive giant...
- Brand vision- Literature systems- Design- Art direction- Advertising- Digital- Photographic vision- Photographic production- Centralised print production- Motorshows- Exhibition
Iain Ross: ‘Strategic-Creative-Resource’
1.1
AutomotiveMercedes-Benz
Iain Ross: ‘Strategic-Creative-Resource’
Launch of the iconic A-Class...
AutomotiveMercedes-Benz
BTL
TTL
ATLIain Ross: ‘Strategic-Creative-Resource’
Turning convention upside down...right through the communicationsprocess
AutomotiveMercedes-Benz
Iain Ross: ‘Strategic-Creative-Resource’
Defining, creating and upholding a brand photographic vision...
AutomotiveMercedes-Benz
Iain Ross: ‘Strategic-Creative-Resource’
Raising the quality bar in the studio...
AutomotiveMercedes-Benz
Iain Ross: ‘Strategic-Creative-Resource’
...and on locations all over the world
12 international awards for the launch programme of the CL Coupé
AutomotiveMercedes-Benz
Iain Ross: ‘Strategic-Creative-Resource’
AutomotiveMercedes-Benz
CL Coupé...
Iain Ross: ‘Strategic-Creative-Resource’
AutomotiveMercedes-Benz
The ‘Back to Earth’ launch platform
Iain Ross: ‘Strategic-Creative-Resource’
Toyota (Europe) Iain RossMotorvatedCreativeWork...
Iain Ross: ‘Strategic-Creative-Resource’
AutomotiveToyota
Steering the biggestautomotive brand in the world...
- Brand vision- Brand identity/Brand guidelines- Literature systems- Design & Art direction- Advertising & POS- Digital- Photographic vision & production- Centralised print production- Motorshows/Exhibitions
Iain Ross: ‘Strategic-Creative-Resource’
2
AutomotiveToyota
Launchingthe flagshipAvensis...
Iain Ross: ‘Strategic-Creative-Resource’
AutomotiveToyota
Breaking the advertisingmould...
‘Quality speaks for itself’
Iain Ross: ‘Strategic-Creative-Resource’
AutomotiveToyota
Hilux model brand positioning campaign:
Reinvigoratinga living 4x4legend
Iain Ross: ‘Strategic-Creative-Resource’
AutomotiveToyota
Reputationrestored...
Iain Ross: ‘Strategic-Creative-Resource’
AutomotiveToyota
Tactical sales campaign:
Turningstrategicthinking intoemotionalsolutions...
Iain Ross: ‘Strategic-Creative-Resource’
www.toyota.co.uk
AutomotiveToyota
Creative thought as a catalystfor salessuccess
Iain Ross: ‘Strategic-Creative-Resource’
Iain Ross: ‘Strategic-Creative-Resource’
Toyota Prius:
Launching the most important caron the planet...
AutomotiveToyota
AutomotiveToyota
Changing theglobal mindsetforever:
The future‘Starts’ here.Prius, an idea that cannot wait...
Iain Ross: ‘Strategic-Creative-Resource’
AutomotiveToyota
Iain Ross: ‘Strategic-Creative-Resource’
1 Pan-European literature system:- 14 markets- 19 language versions- 6 global creative awards- Countless budgetary savings...
AutomotiveToyota
Consumertouch points...
Design detailsthat makethe difference
Iain Ross: ‘Strategic-Creative-Resource’
AutomotiveToyota
Iain Ross: ‘Strategic-Creative-Resource’
Photographic look, tone, feel...
AutomotiveToyota
Iain Ross: ‘Strategic-Creative-Resource’
...defined
AutomotiveToyota
Iain Ross: ‘Strategic-Creative-Resource’
...created
AutomotiveToyota
Iain Ross: ‘Strategic-Creative-Resource’
...and delivered.
Maserati (Global) Iain RossMotorvatedCreativeWork...
Iain Ross: ‘Strategic-Creative-Resource’
AutomotiveMaserati
Retraining an Italianthoroughbred...
- Brand vision- Strategic photographic vision- Photographic production- Design- Art direction- Advertising- Digital
Iain Ross: ‘Strategic-Creative-Resource’
3
AutomotiveMaserati
A new visionin the studio...
Iain Ross: ‘Strategic-Creative-Resource’
AutomotiveMaserati
And outon location
Iain Ross: ‘Strategic-Creative-Resource’
AutomotiveMaserati
BTL
TTL
ATL
applications...
Iain Ross: ‘Strategic-Creative-Resource’
AutomotiveMaserati
Iain Ross: ‘Strategic-Creative-Resource’
Sensual, emotional,luxurious...
AutomotiveMaserati
Catwalk king...
Iain Ross: ‘Strategic-Creative-Resource’
M A S E R A T I Q U A T T R O P O R T E
1 . THE PRODUC T
P E R F E C T B A L A N C E O F E L E G A N C E A N D S P O R T I N E S S . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 07
A B O A R D . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 5
T H E Q U AT T R O P O R T E . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 1
T H E Q U AT T R O P O R T E S P O R T G T. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 5
T H E Q U AT T R O P O R T E E X E C U T I V E G T. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 9
2 . PERSONALISATION
O F F I C I N E A L F I E R I M A S E R AT I P R O G R A M M E . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 2
3 . TECHNICAL SPECIFICATIONS
4 . SERVICES
O N E - T O - O N E T E S T D R I V E . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 8
A S S I S T A N C E A N D M A I N T E N A N C E . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 1
F I N A N C E A N D I N S U R A N C E S E R V I C E . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 2
5 . MASERATI WORLD
P E R S O N A L D E L I V E R Y. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 4
I N T E R N E T A N D C A R C O N F I G U R AT O R . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 4
M A S E R AT I E V E N T S . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 7
R A C I N G . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 7
M A S E R AT I M A S T E R D R I V I N G C O U R S E S . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 8
6 . CONTAC TS
C A L L C E N T R E . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 0
M A S E R AT I A C R O S S T H E W O R L D . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 1
I N T E R N E T. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 1
E M A I L . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 1
P A G E 07
P A G E 32
P A G E 36
P A G E 38
P A G E 4 4
P A G E 50
1
THE PRODUC TC O N C E P T A N D T E C H N O L O G Y
disable it, however, all he has to do is hit a button on the central console. This gives the
kind of responsiveness required by the sportier driving style. There is no clutch pedal, of
course, and the hill holder function makes hill-starts a breeze too.
P E R F E C T L Y B A L A N C E D D Y N A M I C H A N D L I N G C O U R T E S Y O F
O P T I M A L W E I G H T D I S T R I B U T I O N
The Quattroporte is more than just a classic flagship car, however. It is a brilliant high
performance car that handles nimbly and offers top-flight occupant safety in all
conditions. The secret of the Quattroporte’s brilliance lies in its 47% front-53% rear
weight distribution, unique in its segment, maximising traction and acceleration thrust.
T H E P R O D U C T 1 5 M A S E R AT I Q U AT T R O P O R T E
The six-speed electro-hydraulic Maserati DuoSelect (MDS) transmission system is one of
the Quattroporte’s finest innovative features. On ignition, the system selects the automatic
driving mode which offers smooth, rapid gear changing combined with top class
responsiveness. This means that the driver can relax and appreciate the comfort and
convenience of the car without having to worry about manually shifting gears. There
are none of the usual disadvantages associated with a normal torque converter either: the
engine is wonderfully responsive and starts every time from cold with incredibly smooth
upward gear changing. As if that where not enough, the Maserati MDS can also offer a
much sportier kind of drive too. Using the paddles mounted on the steering column, the
driver can override the automatic mode without actually deactivating it. if he wants to
M D S T R A N S M I S S I O N - O N E G E A R B O X , T W O S O U L S
1
THE PRODUC TC O N C E P T A N D T E C H N O L O G Y
speacial Easy Entry system feature which raises the steering column and slides back the
seat to facilitate getting into and out of the car. Just as much attention has been lavished
on the power-adjustable rear seats too. In fact, the passenger seated on the right in the
rear just has to touch a button to slide the front passenger seat forward (up to 22cm) for
extra legroom. The cabin ambience and colours are exceptionally warm, giving a sense
of cocoon-like protection, thanks to the use of deluxe woods, leathers (by Poltrona Frau,
stunningly soft and exclusive) and other deluxe materials that the client can pesonilse.
T H E P R O D U C T 1 9 M A S E R AT I Q U AT T R O P O R T E
he Maserati Quattroporte’s cabin combines sumptuous handcrafted elegance
with the space and comfort of a car designed to confidently eat up the miles
on long journeys. It boasts a wonderfully luxurious functionalism with the
controls laid our ergonomically to ensure that the driver has them easily to hand and
eye at all times without detracting from the comfort of the front and rear passengers.
The Quattroporte also offers power-adjustable front seats with 14 different possible positions
as standard. The driver’s seat, which also has three different memorised settings, boasts a
TA B O A R D - A C O C O O N - L I K E H AV E N O F S U M P T U O U S L E AT H E R A N D P R E C I O U S W O O D S
Iain Ross: ‘Strategic-Creative-Resource’
Iain RossMotorvatedCreativeWork...
Iain Ross: ‘Strategic-Creative-Resource’
Thank you Iain RossMotorvatedCreativeWork...
Iain Ross: ‘Strategic-Creative-Resource’
Thank you
I hope you likedthe work...
Iain RossMotorvatedCreativeWork...
Iain Ross: ‘Strategic-Creative-Resource’
Thank you
I hope you likedthe work...Other examples of non automotive brand work available upon request
Iain RossMotorvatedCreativeThe work...
Iain Ross: ‘Strategic-Creative-Resource’
Thank you
I hope you likedthe work...Other examples of non automotive brand work available upon request
Iain Ross
Iain RossMotorvatedCreativeThe work...
Iain Ross: ‘Strategic-Creative-Resource’
Thank you
I hope you likedthe work...Other examples of non automotive brand work available upon request
Iain Ross
Iain RossMotorvatedCreativeThe work...
Iain RossWellington House7 Hemingford RoadSt. IvesCambridgeshirePE27 5HE
M. 07887 821 725
T. 01480 467 845
Iain Ross: ‘Strategic-Creative-Resource’