Alfa Romeo paints the town with £1m 'Made of Red' campaign
Alfa Romeo has put the colour red, a colour integral to the brand’s identity, at the heart of its latest £1m campaign.
Created by Doner, ‘Made of Red’ encapsulates the passion and attitude evoked by the colour and launches on Instagram this week before running across TV, press and online.
The Instagram initiative encourages people to post pictures inspired by the Made of Red campaign with the #MadeOfRed hashtag. Fans are free to find inspiration from anything and everything associated with the colour red, the best entries will be collated and ‘re-grammed’ on Alfa Romeo’s account, gradually creating a Made of Red colour palette.
A TV commercial, adapted from the original Italian campaign for a UK audience, will debut this week showcasing two of the brand’s core models – the MiTo and Giulietta.
“Alfa Romeo competes in a cluttered market, where drivers find it hard to differentiate and really connect with brands. The Made of Red campaign offers a clear point of differentiation,” said David Amstel, group account director at Doner.
“Whilst TV will drive awareness, social media will really allow us to connect with fans and open up channels where they can not only contribute to but drive the conversation.”
Alfa Romeo brand communications manager, Nikki Austen, added: “Red has always been at the heart of Alfa Romeo. It’s a very emotive colour and Alfa Romeo is a very emotional brand. Focusing on Red is a way for us to bring to life all those emotions that fans and customers associate with driving an Alfa Romeo.”
The Made of Red theme will also be introduced into the brand’s ‘Passion for Life’ sponsorship on Channel 4 covering shows such as The Island with Bear Grylls and For the Love of Cars which was delivered by Maxus Partnerships.
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Doner is the London office of an international marketing communications network.
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