YOUR CHANCE TO OWN AN ALFA ROMEO by Duval Guillaume Modem Antwerp for Alfa Romeo

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YOUR CHANCE TO OWN AN ALFA ROMEO

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Industry Cars
Media Direct marketing
Market Belgium
Agency Duval Guillaume Modem Antwerp
Director Kurt Delijer
Creative Director Geoffrey Hantson
Art Director Katrien Muller, Stefan Leendertse, Carsten Van Berkel
Copywriter Henry Scott, Kristoff De Prins - Philippe Blondé - Robbie Cap
Producer Dieter Lebbe, Toon Opdenacker
Released December 2009

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: ALFA ROMEO BELGIUM
Product/Service: ALFA ROMEO
Agency: DUVAL GUILLAUME
Date of First Appearance: Dec 23 2009 12:00AM
Entrant Company: DUVAL GUILLAUME, Antwerp, BELGIUM
Creative Director: Geoffrey Hantson (Duval Guillaume/Antwerp)
Art Director: Carsten Van Berkel (Duval Guillaume, Antwerp)
Art Director: Stefan Leendertse (Duval Guillaume, Antwerp)
Art Director: Kristoff De Prins (Duval Guillaume, Antwerp)
Copywriter: Philippe Blondé (Duval Guillaume, Antwerp)
Copywriter: Henry Scott (Duval Guillaume, Antwerp)
Art Director: Katrien Muller (Duval Guillaume, Antwerp)
Director: Kurt Delijer (Duval Guillaume, Antwerp)
Production: Christ Lannoy (Duval Guillaume, Antwerp)
Producer: Dieter Lebbe / Toon Opdenacker (Caviar)
Media placement: microsite - microsite - 23 December 2009
Media placement: Ambient - shopping malls - 10 January 2010
Media placement: Bus Shelter - Decaux - 14 January 2010

Describe the brief/objective of the direct campaign.
Every two years car salesmen gather together at the Brussels car fair. A very important fair cause it accounts for up to 35% of the whole year’s sales. So a huge amount of money is spent on advertising. Or rather, it’s spent on media. Because for something this important, who would want to risk doing something different? But Alfa Romeo briefed us to do something that would dominate word of mouth, rather than paid media. Which is fortunate, because their budget is much smaller than most of their competitors. But just like the others, the only thing we could talk about was price

Explain why the creative execution was relevant to the product or service.
The aim was to make people talk and those 3 ideas did make people talk.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Basically the idea is to make people talk. For the 147 we flew across the world to the Marianna Trench, to put a billboard on the lowest point on earth: 11000 metres below sea level. (headline: ‘we can’t go any lower’) We captured the adventure in an online film. In Belgium’s busiest shopping malls, we put a real mito in a real shopping trolley with no visible means of support. And to conclude, we used bus shelters to help other people sell their cars.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
While the other big brands spent a fortune on traditional media, the only real price campaign which was picked up and talked about was Alfa Romeo’s. Alfa Romeo ended the car fair with nothing but records. Not only did they send 80% more cars then this time last year, they also broke their all time Brussels car fair sales record by nearly 20%. And best of all, they managed to make their cars cheap without making the brand cheap.