ALFAROMEO
AlfaAI
The
BRIEF
Build excitement for the launch of a car so classified that you’re not allowed to show it? This was the challenge we faced promoting Alfa Romeo’s much anticipated new supercar. With limited funds, minimal time and every detail of the project under embargo, we needed to think well outside the box in order to engage with car journalists (and eager ‘Alfistis’) to build momentum leading to the launch.
The
IDEA
In an audacious world first, we gave journalists the interactive task of predicting our supercar’s design, then brought those predictions to life using AI image technology. The resulting images were then shared with our journalists, giving them something tangible to write about, and creating an entirely new conversation regarding the project (and creating a little healthy artistic competition among them along the way). We then extended the concept to our wider audience, generating hundreds of unique designs and images for use in the campaign, whilst building worldwide anticipation along the way.
The
IDEA
In an audacious world first, we gave journalists the interactive task of predicting our supercar’s design, then brought those predictions to life using AI image technology. The resulting images were then shared with our journalists, giving them something tangible to write about, and creating an entirely new conversation regarding the project (and creating a little healthy artistic competition among them along the way). We then extended the concept to our wider audience, generating hundreds of unique designs and images for use in the campaign, whilst building worldwide anticipation along the way.
The
RESULTS
ROI 300:1
Earned media value
+218%
Social engagement
+829%
Average organic search
