This week 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 new 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 the future 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.

© 2010 Interfuture Media/Italiaspeed