Ogilvy Interactive asks for a Rorschach test for Alfa Romeo
Just in time for the spring sales season, Ogilvy Interactive is launching a sales campaign for Alfa Romeo dealers. At the heart of the campaign is an online platform where dealers can offer various models at special prices.
Ogilvy Interactive is launching a sales campaign for Alfa Romeo dealers just in time for the spring business. The centerpiece is an Internet platform on which dealers can offer various models at special conditions. Existing and prospective customers are made aware of the Internet platform online with Google ads, e-mailings and a banner. In order to generate as much traffic as possible to the site, local radio spots, advertisements in newspapers and a mailing to Alfa Romeo drivers support the online measures. Ogilvy Interactive worked hand in hand with Ogilvy One, as detailed in a press release.
The creative hook for the campaign is the Rorschach test. The campaign subliminally poses the question: "Are you an Alfista?". Six additional pipe shaft test images can be seen in the mailing and on the Internet platform. The addressee can use them to find out which "Alfista" they are and which model suits them best.
Responsible at Alfa Romeo:
Maria Curto (Marketing Communication Manager) and Maurizio Melzi (Marketing Manager). Responsible on the agency side: Barbara Dürst (Managing Director), Stefan Schäfer (Online), Oliver Glitz (CD, Text) and Bettina Klossner (Art).
The creative hook for the campaign is the Rorschach test. The campaign subliminally poses the question: "Are you an Alfista?". Six additional pipe shaft test images can be seen in the mailing and on the Internet platform. The addressee can use them to find out which "Alfista" they are and which model suits them best.
Responsible at Alfa Romeo:
Maria Curto (Marketing Communication Manager) and Maurizio Melzi (Marketing Manager). Responsible on the agency side: Barbara Dürst (Managing Director), Stefan Schäfer (Online), Oliver Glitz (CD, Text) and Bettina Klossner (Art).
