ALFA ROMEO | RE-POSITIONING: AD CAMPAIGN & BRAND EXPERIENCE
Life’s tough. Make it up for yourself.
Take into account, people will talk.
They’ll say you’re still a kid but ask for a spin
They’ll say they’re jealous… just a little.
A test drive on high altitude
The Main Street approach: Stick to the script. Talk up design, style, status, blah, blah, blah. After all, it’s an Alpha.
The roadblock: But that strategy has a few design flaws. After all, Alfas are a big investment, and to consumers, a temperamental one that loses value as fast as it moves. Especially when you consider that its temperamental nature can require more costly TLC than most cars.
The road not taken: First, let’s clear up one misperception. An Alpha is not a means of transportation. It’s a grownup toy. It’s not getting to the office in it that matters. It’s getting noticed in it. OK, prospective buyers won’t admit that. But it’s the truth.
The route: So, we invited some of those prospective buyers to take the Alpha of their dreams for a spin. We sent hi-tech entrepreneurs zipping down the winding roads of the Zichron Yaacov wine region. And to complete the experience, we pampered them with a wine tasting at a Caesarea spa. We even gave El Al pilots their own airport pickup car to drive, courtesy of Alpha Romeo. In short, we turned a set of wheels into a turbo-charged, ego-boosting experience.
Where we arrived: After years of flat sales we received reports of increased traffic in the showrooms. And on the road.
We lived up to the client’s expectations, and so did our tagline:
Take into account people will talk.
Sorry, fast lane's closed. [end of test drive registration]
Stop thinking. Start feeling. The new Alfa 147.
Who’s that???
Wow, so cute!
Creative: Iris goldberg, Ilan Lazarovich | Creative director: Rony Herz