Alfa Rome & Giulietta
Objective:
To launch the Alfa Romeo Mito and Giulietta in the South African market by empowering young professional women, ages 28-35, and challenging the stereotype that they are overly cautious and lack confidence as drivers. The campaign aims to position Alfa Romeo as a brand that recognizes and celebrates the strength, style, and power of these queens.
Target Audience Profile:
Our target audience is young, professional women aged 28-35 who are ambitious, style-conscious, and value both aesthetics and performance in their choice of vehicle. These women are breaking barriers in their careers and personal lives, yet often face stereotypes that undermine their confidence, especially when it comes to driving. They seek brands that not only reflect their tastes but also resonate with their sense of self-assurance and individuality.
Positioning:
Alfa Romeo understands that these women are more than the stereotype they face.
The Idea:
Unleash the Alfa Female in you.
This campaign challenges the stereotype head-on by redefining what it means to be a female driver. The Alfa Female is not just a driver; she is a leader, a trendsetter, and a woman of substance who drives with confidence and style. Through this campaign, Alfa Romeo invites women to step into the driver's seat and embrace their inner Alfa Female, proving that they are far more than the outdated clichés.
Activation Idea:
The activation was centered around the "Alfa Female" concept, which aimed to challenge and break female driving stereotypes through a series of engaging and empowering activities.
Teaser Campaign:
The campaign began with posters and radio ads that provoked interest by asking, "Are you an Alfa Female?" These were designed to challenge stereotypes and invite women to test their driving skills.
Activation Events:
Mall and Public Area Events: To create interest, female stunt drivers gave demonstrations in mall parking areas and encouraged women to take part in the competition by test their driving skills in a simulated time-trial competition. These events were supported by promoters driving engagement both in person and online.
Regional Race Days: The top performers from the simulators were invited to regional events where they competed in live time trials. Social media engagement was encouraged, with participants campaigning for votes to be one of 10 contestants to advance to the final stage.
Promotions and Media Engagement:
The campaign included radio promotions, online content showcasing women in training, and media coverage, particularly targeting women's and car magazines.
Final Race Event:
The activation culminated in a grand race day during Women's Month (August), where the top 10 contestants from various regions competed for the title of "Alfa Female" and the grand prize—a top-of-the-range Alfa MiTo Quadrifoglio Verde.
The activation was designed to engage women directly, build awareness through experiential and digital channels, and ultimately positioned the Alfa Romeo Mito as a car for confident, empowered women who defy stereotypes.
