Alfa Romeo Full Brand Activation

  • Following a reorganisation of Alfa’s marketing budget, 30% of the entire budget went to BTL activities (local) to be handled by a specialised agency that will work in collaboration with Alfa’s ABL agency (international).
  • Provide detailed analysis and recommendation to carry out a full scale Below-The-Line strategy, complete with action plan to fit into a given budget.
  • Position Alfa Romeo as premium brand and elevate it to the rank of a new category of competition (BMW, Audi, etc).
  • Build the strategy from the knowledge that consumers do not buy
    cars if they have not at least sat behind the wheel or test-driven them.
    The Test-Drive strategy is born!
  • The spirit of the strategy leading to the test-drives is based on
    Contact Recruitment and Management through the network of Alfa
    dealers and beyond.
  • Strengthen the agency’s competences by creating a partnership with
    a competing agency (K-Com) and create a consolidated and
    dedicated agency: The Red Line.

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