Alfa Romeo’s latest television commercial, entitled ‘Test Me’, launches this month in a year-long marketing campaign focused on highlighting the rational reasons why people should buy an Alfa Romeo.
With impressive UK sales figures recorded in 2011 for the Italian marque, Alfa Romeo’s marketing initiative draws on direct comparisons between the brand’s latest products − MiTo and Giulietta −against its closest competitors to emphasise why more and more people are choosing an Alfa Romeo.
The ‘Test Me’ campaign combines TV, print and digital advertising with direct mail and extensive showroom activity. Along with a dedicated website www.alfaromeo.co.uk/testme, Alfa Romeo compares the fuel efficiency, safety, technology and environmental benefits of its newest models against Volkswagen, Audi and BMW.
Head-to-Head Examples Against Competitors
- The Alfa Giulietta 1.4 TB MultiAir 170 bhp ALFA TCT (semi-automatic transmission) is currently best-in-class for CO2 emissions at just 121 g/km against the Volkswagen Golf 1.4 TSI 160 DSG at 139 g/km
- The Alfa MiTo 1.3 JTDM-2 85 bhp Sprint possesses fuel efficiency of up to 80.7 mpg on a combined cycle. The Mini One D achieves 74.3 mpg.
- The Alfa Giulietta, with a class leading Euro NCAP crash safety score of 106, is superior to the new BMW 1 Series score of 103.
- All MiTo and Giulietta models offer 3 years complimentary servicing – only available at additional cost on VW Polo and Golf models.
Damien Dally, Head of Brand for Alfa Romeo UK comments: “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. We also boast class-leading economic credentials such as fuel efficiency and environmental considerations. Our customers are able to drive away in something extra special which possesses the perfect combination of style and substance.”
The Alfa MiTo 1.4 8v 78bhp Sprint is available at £12,950 OTR, £189 per month or 0% APR and the Alfa Giulietta 1.4 TB 120 bhp Turismo at £17,755 OTR, £259 per month or 0% APR. In addition, Alfa Romeo is offering a special introductory limited offer on Giulietta ALFA TCT which is available for the same monthly payments as the manual version.
