Alfa Romeo launches “Test Me” campaign in the UK

Article by Christian Andrei, on February 9, 2012

Do you want to know why more people are buying an Alfa Romeo? The automaker will give you the reasons on its recently launched television commercial titled ‘Test Me’, a part of a marketing campaign spanning one whole year. Alfa Romeo’s UK sales in 2011 have been impressive. Its marketing initiative actually draws on direct comparisons between the brand’s latest products − MiTo and Giulietta –and its closest rivals to highlight the reasons why consumers are opting to buy an Alfa Romeo.

The ‘Test Me’ campaign is comprised of TV, print and digital advertising as well as direct mail and widespread showroom activity.

Through a dedicated website, the latest Alfa Romeo models are pitted against Volkswagen, Audi and BMW models when it comes to the fuel efficiency, safety, technology and environmental benefits. Through the new ‘Test Me’ campaign, Alfa Romeo will seek to prove that Alfa Romeo gives customers a lot more than its German rivals.

The campaign seeks to emphasize Alfa’s passion, heritage and design flair inherent in each model as well as its class-leading economic advantages in terms of fuel efficiency and environmental considerations. What its customers get is the chance to drive in an extraordinary car that has both style and substance.

According to Damien Dally, Head of Brand for Alfa Romeo UK, customers like the stylish lines and sleek design of an Alfa Romeo but because of preconceived misconceptions, some would go to their rivals thinking that they’re being offered something better. The Alfa MiTo 1.4 8v 78bhp Sprint is priced at £12,950 OTR, £189 per month or 0% APR. Meanwhile, the Alfa Giulietta 1.4 TB 120 bhp Turismo has a price tag of £17,755 OTR, £259 per month or 0% APR. Furthermore, customers can take advantage of a special introductory limited offer on Giulietta ALFA TCT, which has the same monthly terms as the manual version.

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