Behind the new “Dream shapers” positioning is the communication concept “We never stop dreaming”. In fact Mangusta represents a real dream factory: yachts become splendid creations capable of shaping the dreams of those who possess them.
To increase brand awareness and expand the target audience – by introducing the world of Mangusta to newcomers – we created a cross-media campaign: from digital to offline, based on the four brand pillars: know-how, innovation, partnership, passion.
Mangusta yachts do not only represent the fulfillment of a dream, but the desire to dream itself. The sensation of extreme luxury comes in part from the graphics we developed, inspired by the dominant shape of a yacht’s prow. And also by the way the images are cropped and coloured.
The marketing & communication strategy we devised follows Mangusta at the world’s leading nautical events. The campaign is planned at worldwide level and concentrates particularly on France, Italy, USA and the Arab Emirates.