AM Online

Alfa Romeo marketing campaign targets German competition

Alfa Romeo is launching a new television advertising campaign which intends to highlight the rational reasons why the brand is better than competitors.

The marketing initiative draws on direct comparisons between the brand’s latest products − Mito and Giulietta −against its closest competitors.

The ‘Test Me’ campaign combines TV, print and digital advertising with direct mail and showroom activity.

Along with a dedicated website, Alfa Romeo compares the fuel efficiency, safety, technology and environmental benefits of its newest models against Volkswagen, Audi and BMW.

Damien Dally, Alfa Romeo UK head of brand, said: “Customers appreciate the stylish lines and sleek design of an Alfa Romeo, but due to preconceived misconceptions, some turn to our competitors, wrongly believing they offer a better proposition.

“With the new ‘Test Me’ campaign, we can prove that Alfa Romeo offers customers significantly more than the likes of our key German competitors, together with Alfa’s passion, heritage and design flair inherent in every model.”

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