Dove Project #ShowUs
How can a brand truly change a systemic issue that impacts women worldwide?
In the United States, Alfa Romeo is a challenger brand with an attitude, but it faces stiff competition. BMW, Mercedes-Benz, and Audi enjoy loyal owners, extensive vehicle lineups, and substantial advertising budgets. So how do you compete with competitors spending 5x more on marketing?
Through data, social listening, search analytics, and other metrics, we uncovered that more than 60% of the people who test-drove Alfa Romeo vehicles bought one. Our goal was clear: get drivers behind the wheel.
To accomplish this, we decided to do something outrageous: we had Alfa Romeo crash Bimmerfest, the largest private-owner BMW event in the world. We set up a high-performance test drive course to let BMW drivers experience firsthand the thrill of an Alfa Romeo, and hosted a “My Alfa Romeo is better than your car – prove me wrong” event where BMW owners could challenge our product experts head-to-head on product features – and receive a little Italian enlightenment.
More than 300 BMW owners test-drove an Alfa Romeo, and we captured hours of social media content featuring real BMW owners converting to Alfa Romeo right before our eyes.
Most importantly, we left a lasting impression at Bimmerfest – and who knows, maybe we’ll even be invited back next year.
How do you change the conversation on women’s hair loss from hopeless to hopeful?