visitors to the Woluwé Shopping
Centre in Brussels have been left speechless when they
have unexpectedly come face to face with a
shopping cart containing an Alfa Romeo MiTo. And not just a model, but a real car in real
size. It is a new advertising campaign by Alfa Romeo Belgium which has opted for
this striking new way to promote the MiTo.
This week the Alfa
MiTo is located in the
Woluwé Shopping Center in Brussels, but in the coming weeks the basket
containing this full-size Alfa
Romeo car will be
presented in other shopping centers in Belgium, in Antwerp and Liege. The new
campaign is the work of the Duval Guillaume advertising
agency, based in Antwerp.
Alfa Romeo Belgium says: "The campaign for the international motor show is based on a
clear message: 'Your chance to drive an Alfa Romeo'. In other words, the
conditions to move to drive an Alfa Romeo have probably never been more
favorable, and so easy that you can place your Alfa Romeo in your cart, among your
other purchases. Through this campaign, Alfa Romeo Belgium will target the many
people who dream of an Alfa Romeo."
For the campaign in the Salon de l’Auto et de la Moto de Bruxelles, which
is taking place
from 14 to 24 January, Alfa Romeo Belgium opted this
year for the new. As well as the "traditional" outdoor advertising campaigns and
promotions through the
dealer, Alfa Romeo Belgium adds a
stimulating and creative dimension to the Alfa Romeo MiTo and Alfa Romeo 159. A
dimension that it hopes will anchor the brand into the target group of fans
of Alfa Romeo.
Alfa Romeo Belgium adds: "All automobile brands will, of course, attract attention at
the Salon. Alfa Romeo Belgium has chosen this year to reach fans with creativity
and intelligence, rather than run the risk of being lost in the pack."
Alfa Romeo Belgium wants to contribute to establishing an active link with existing
fans, the Alfisti, along with potential fans. The campaign for the auto show fits in the new approach
of the Italian automotive
brand, initiated with the launch of the Alfa 8C Competizione coupe. This approach is
based on emphasising the prestigious past history of the brand, while giving an aura of
to the traditional values that focus on technology and emotion.
This is the
second recent work by the Duval Guillaume agency for
Alfa Romeo Belgium. Last month it created a
controversial internet film to focus on special Alfa 147
pricing at the Salon de l’Auto et de la Moto de
Bruxelles this month that purported to show a
plastic-and-steel advert being lowered from a boat into
the Marianas Trench off Guam, the lowest point on earth.