June 28th, 2011
Yuki were invited by Alfa Romeo to produce the online advertising for the launch of the new Giulietta, an all-new five-door hatchback which replaces the aging 147.
The television and print campaign featured Uma Thurman who epitomized the spirit of the new car however the online campaign faced the challenge of not being able to use Uma (due to usage rights). We decided to embrace this restriction and created an interesting tone of voice not usually associated with Automotive advertising – the car talked about itself in the style of a strong confident female.
We used the pre-campaign period to generate interest with a teaser banner campaign which featured small glimpses of the car and flirtatious copy that appeared to come from an admirer. Dynamic content ads were utilized within specific sites allowing for the banners to react to events in the news and use relevant lines.
On reveal of the car (coinciding with the launch of the TV & press) Yuki created a micro-site which heavily utilized the first person narrative to talk about aspects of the car such as technology, power & style in an evocative, feminine style. The post launch standard banners (35k) featured exerts from the television advert which provided synergy between the online and tv campaign’s without showing Uma Thurman.
For the final phase of the campaign Yuki went one step further and provided an in banner dealer locator which gave people the ability to find their closest Alfa Romeo showroom.