An event unprecedented for the automotive sector and worthy of the highest international recognition: Maserati wins the Grand Prix Best Event Awards World 2020.
The "MMXX: Time to be Audacious" show, which marked the start of the Brand's new Era last September with the world première of the new MC20 supercar, received the top prize at the Bea World Festival - The International Festival of Events and Live Communication, the global competition that selects the year's best events and locations worldwide.
"MMXX: Time to be Audacious" was conceived and produced for Maserati by FeelRouge Worldwide Shows, which picked up the prize for best events agency of the year. "The Brand has stepped up a gear and inaugurated a new Era", Maserati CEO Davide Grasso commented. "And we've done it in true Maserati style: with audacity, constantly pushing forward and focusing on our goal. We created an event unprecedented for our industry, a real brand experience that embodied the courage of the Maserati Family, and the Brand’s values."
"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 19 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 in thrilling terms, 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 whole 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.
An overview of all other winners of the BEA World Event Awards can be found below:
BEA World Grand Prix
- 1st - FEELROUGE WORLDWIDE SHOWS - MASERATI MMXX WORLD PREMIERE MC20 - Italy
- 2nd - SKUDRAS METROPOLE - Mirror house above the river - Latvia
- 3rd - THE DIRECTORATE OF THE SAINT PETERSBURG INTERNATIONAL CULTURAL FORUM - The 2019 Theatre Olympics in Russia - Russia
Iconic Event Award
- 1st - 9PM EVENTS AND ENTERTAINMENT - Anything is Possible - Rise in Dubai 2019 - Italy
B2B Digital/Hybrid Event
- 1st - NEXT GROUP - Landing on Earth. Everyday. - Italy
- 2nd - DRPG - DRPG BIGtalk World - United Kingdom
- 3rd - NINETYNINE SRL - IMAGINE EVERYTHING - The first virtual Disney Media & Partnership Upfront - Italy
B2C Digital/Hybrid Event
- 1st - XSAGA FESTIVALS - Uitmarkt - Netherlands
- 2nd - FEELROUGE WORLDWIDE SHOWS - MASERATI MMXX WORLD PREMIERE MC20 - Italy
- 3rd - WINK - BUDX Amsterdam - Netherlands
B2I Digital/Hybrid Event
- 1st - CREATIVE PRO - TFROMHOME - Slovakia
- 2nd - HABEGGER / MEDIA APPARAT / FLAVE - RINGANA virtual Convention 2020 - Austria
- 3rd - THE LEGO GROUP AND EVENT ARENA - 2021 LEGO REEMEA Sales & Marketing Conference - Czech Republic
B2I Event
- 1st - LUKA - Behind the spotlight - Latvia
- 2nd - XSAGA - KLM100 Experience - Netherlands
- 3rd - MILESTONE EVENTS - To the Red Moon - Estonia
Best B2B Event (> €500.000)
- 1st - 9PM EVENTS AND ENTERTAINMENT - Anything is Possible - Rise in Dubai 2019 - Italy
- 2nd - SYNAPSY - WE NEVER STOP - Italy
- 3rd - GATTINONI GROUP - HAIR IC.ONE 2019 - Italy
Best B2B Event (< €500.000)
- 1st - ALPHAOMEGA SRL - HEROES. WEAR YOUR BEST - Italy
- 2nd - GRUPO ABSOLUTE - Turespaña Pavilion - Fitur 2020 - Spain
- 3rd - PERFORMANCE MARKETING GROUP, INC - Yanfeng Automotive Interiors Tour - United States of America
Best B2C Event (> €500.000)
- 1st - CHEIL GERMANY GMBH, FAKTOR 3 AG, FAKTOR 3 LIVE - The Ease of Being Samsung Connected Living Go-to-Market Campaign 2019 - Germany
- 2nd - WINK & OCTAGON - BUDX Miami - Netherlands
- 3rd - MCM COMUNICAZIONE S.R.L. - CAMPARI BOAT-IN CINEMA - Italy
Best B2C Event (< €500.000)
- 1st - WCOM - SamsungZeil, Brand Store Experience Campaign 2019 - Germany
- 2nd - INSGLÜCK GESELLSCHAFT FÜR MARKENINZENIERUNG MBH - Swarovski Light Festival 2019 - Germany
- 3rd - CONCEPT X GMBH & CO. KG - Day of German Unity - Germany
Brand Experience
- 1st - SKUDRAS METROPOLE - Mirror house above the river - Latvia
- 2nd - M&C SAATCHI MILAN - ZeroZeroZero Store - Italy
- 3rd - RED DOOR AGENCY - Green Lights for the Champions - Portugal
Cultural, Musical and Sporting Digital/Hybrid Event
- 1st - MEDIAMONKS - BRIC Celebrate Brooklyn! Festival - United States of America
- 2nd - WINK - BUDX Amsterdam - Netherlands
- 3rd - JAD PRODUCTIONS S. R. O. - Dance Academy Live - Czech Republic
Cultural, Musical and Sporting Event
- 1st - WINK & OCTAGON - BUDX Miami - Netherlands
- 2nd - LES NOCTURNALES - Bastogne: The roads to freedom - Belgium
- 3rd - THE DIRECTORATE OF THE SAINT PETERSBURG INTERNATIONAL CULTURAL FORUM - The 2019 Theatre Olympics in Russia - Russia
Digital Transformation
- 1st - PIANO B SRL - ITS 2020 - HERE WE BELONG - Italy
- 2nd - XSAGA FESTIVALS - Uitmarkt - Netherlands
- 3rd - FEELROUGE WORLDWIDE SHOWS - MASERATI MMXX WORLD PREMIERE MC20 - Italy
Digital/Hybrid Brand Experience
- 1st - FEELROUGE WORLDWIDE SHOWS - MASERATI MMXX WORLD PREMIERE MC20 - Italy
- 2nd - WINK - BUDX Amsterdam - Netherlands
- 3rd - FREAKS 4U GAMING GMBH & INSTINCT3 GMBH & ROCKET BEANS ENTERTAINMENT GMBH - Gamevasion - Germany
Digital/Hybrid Meeting Convention & Incentive
- 1st - HABEGGER / MEDIA APPARAT / FLAVE - RINGANA virtual Convention 2020 - Austria
- 2nd - SUN EVENT - Discover Servier - Ukraine
- 3rd - TV CHANNEL FIVE - Russian Film and Television Producers Awards, Virtual Experience - Russia
Educational/Training Event
- 1st - LES NOCTURNALES - Bastogne: The roads to freedom - Belgium
- 2nd - TRIUMPH GROUP INTERNATIONAL - Focus LIVE 2019 - Italy
Meeting Convention & Incentive
- 1st - MILESTONE EVENTS - To the Red Moon - Estonia
- 2nd - NEXT GROUP - Universo Ferrari - Italy
- 3rd - ORIFLAME & PS OCCASION - Oriflame 2019 Gold TAA Conference - Sweden
Non Profit/CSR Digital/Hybrid Event
- 1st - ATOLYE GRUP - Istanbul Backgammon Tournament - Turkey
- 2nd - JAD PRODUCTIONS & XLAB REALTIME - Anti-Panic Platform - Czech Republic
- 3rd - XSAGA - Giro 555: Together in action for Beirut - Netherlands
Non Profit/CSR Event
- 1st - CONCEPT X GMBH & CO. KG - Day of German Unity - Germany
- 2nd - HAPPY PEOPLE PROJECT - ŠKODA Goodness Car - Turkey
- 3rd - EDP – ENERGIAS DE PORTUGAL, S.A. - EDP Surf Experience - Portugal
Proprietary Format
- 1st - LUKA - Behind the spotlight - Latvia
- 2nd - SYNAPSY - WE NEVER STOP - Italy
- 3rd - MKTG SPAIN - Coca-Cola Christmas House - Spain
Use of Digital Technology
- 1st - NEXT GROUP - Landing on Earth. Everyday. - Italy
- 2nd - JAD PRODUCTIONS & XLAB REALTIME - Anti-Panic Platform - Czech Republic
- 3rd - CROP EXPERIENCE AGENCY - Joint Dialogue Forum - Turkey
Use of Technology
- 1st - NEWU SRL - Dardust's Wearable Live Performance - Italy
- 2nd - FEELROUGE WORLDWIDE SHOWS - MASERATI MMXX WORLD PREMIERE MC20 - Italy
- 3rd - 9PM EVENTS AND ENTERTAINMENT - Anything is Possible - Rise in Dubai 2019 - Italy
Virtual Service
- 1st - JAD PRODUCTIONS & XLAB REALTIME - Direct e-conference - Czech Republic
- 2nd - ONLIVELINE GMBH - DSDE online – a two day digital interactive event - Germany
- 3rd - EVENTUM PREMO & TOOLA DIGITAL - Zeen, platform for online events - Russia
Special Prizes
BEST BEA WORLD EVENT AGENCY
- 1st - FEELROUGE WORLDWIDE SHOWS - MASERATI MMXX WORLD PREMIERE MC20 - Italy
- 2nd - 9PM EVENTS AND ENTERTAINMENT - Anything is Possible - Rise in Dubai 2019 - Italy
- 3rd - XSAGA FESTIVALS - Uitmarkt - Netherlands
BEST BUSINESS EFFECTIVENESS
- 1st - M&C SAATCHI MILAN - ZeroZeroZero Store - Italy
PEOPLE'S CHOICE AWARD
- 1st - SPECIAL EFFECTS INTERNATIONAL VISUAL EUROPE GROUP BO - LIVE BRANDING AGENCY - #PowerOfLiveEvents - Hungary
PRESS AWARD
- 1st - CREATIVE PRO - TFROMHOME - Slovakia
SPECIAL MENTION FOR BEST CREATIVITY
- 1st - NEWU SRL - Dardust's Wearable Live Performance - Italy
