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Alfa MiTo -"The Pulse Experiment" Integrated campaign

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  • Alfa MiTo - The Pulse Experiment
    Integrated Campaign

    Upon launching the new Alfa Mito in Israel, we came up with an unusual idea.
     We took 12 drivers for a test-drive with heart beat-monitoring watches and checked their pulse while driving the new Alfa MiTo.

    This Case study describes the whole integrated campaign and the amazing results - Alfa Mito gained 50% share of all Alfa Romeo's sales in Israel, while the brand itself grew 56% in sales compared to 2009.


    The Alfa Mito Pulse Experiment won several awards, such as:
    New York Festivals - finalist, integrated campaign
    Effie Awards - Gold 
    Cactus award - Bronze

    credits:
    Creative Director & Copywriter: Ranen Carmel
    Art Director: Nimrod Ben Yehoshua
    Director: Kobi Havi
    Interactive: D-Say
  • Case Study
  • Main website: Alfa MiTo Pulse Experiment (Hebrew)
  • Integrated Campaign
  • Print ad
  • POS: pulse watches at the Alfa Romeo showroom
  • Finalist at the 2010 New York Festivals Advertising Award.
  • Gold medal - 2011 Effie Awards