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
cars if they have not at least sat behind the wheel or test-driven
them. The Test-Drivestrategy is born!
The spirit of the strategy leading to the test-drives is
Contact Recruitment and Management through the network of Alfa
dealers and beyond.
Strengthen the agency’s competences by creating a partnership
a competing agency (K-Com) and create a consolidated and
dedicated agency: The