Doner recently unveiled a brand new (and very colourful) integrated campaign for Alfa Romeo. The “Made of Red” campaign strives to encapsulate the passion and attitude evoked by the colour red, a colour which is so integral to the Italian luxury car manufacturer's identity, that the brand see it as part of their DNA. The new creative runs across TV, press, online and social; the campaign celebrates the sense of adrenaline, sensuality, temptation and emotion associated with the colour red.
Doner recently unveiled a brand new (and very colourful) integrated campaign for Alfa Romeo
As part of the campaign, Doner will also be launching an Instagram initiative this week to drive engagement with Alfa Romeo fans around the world. The initiative encourages people to post pictures inspired by the campaign with the #MadeOfRed hashtag. Fans are free to find inspiration from anything in their daily lives associated with the colour, with the best entries to be collated on Alfa Romeo’s Instagram profile, gradually creating a unique “Made of Red” colour palette. The motive behind such a socially focused campaign comes from Alfa Romeo’s goal to rise above competitors and to strengthen ties between fans and the brand.
Alfa Romeo – Made of Red
Meanwhile, the TV spot (a teaser of which can be seen above), adapted from the original Italian campaign for a UK audience by Doner, also launches this week, and showcases two of the brand’s core models: the MiTo and Giulietta. The simple, but effective spot intersperses footage of an Alfa Rome driving down a long stretch of curvy road with shots meant to evoke the colour red. The Made of Red theme will also be introduced into the idents for the “Passion For Life” sponsorship on Channel 4 which was delivered by Maxus Partnerships. The Passion for Life strand of programmes includes hit programmes such as “The Island with Bear Grylls” and (rather aptly) “For the Love of Cars.”
The campaign's Instagram initiative encourages people to post pictures inspired by the campaign with the #MadeOfRed hashtag
David Amstel, Group Account Director at Doner, said: “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. 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.” Nikki Austen, Brand Communications Manager at Alfa Romeo, 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.”
