Interactive / UX / UI
Owning one part of a one-of-a-kind
A car with meaning and soul, shared by a whole community.
Alfa Romeo is a carmaker steeped in heritage with a fervent fanbase. Sales of the marque however lagged behind other carmakers. This launch campaign for the brand new MiTo was created with the passion of the Alfa Romeo Owners Club at its core – letting the brands' biggest fans claim a part of the latest model by sharing their Alfa Romeo story.
Pre-launch campaign
We invited drivers from the Alfa Romeo Owners Club to share their stories of their Alfa Romeos on our teaser site. These stories were then virtually tagged to an individual part of the car during its assembly at the Alfa Romeo plant in Turin, Italy.
Visitors could follow the entire production, getting a behind-the-scenes peek as the car was being built. Along this entire process, the site allowed people to learn about the MiTo's design inspirations, engineering, and technologies.
Launch and extended test-drives
Having the stories of so many owners shared, it was time to continue the journey. The car was then delivered to the showroom as an extended test-unit – fitted with cameras that would document its extended test-drives by non-Alfa Romeo drivers. Chosen based on the experiences – significant and meaningful on the personal level such as anniversary trips, the drive home after childbirth, special birthdays and the like.
The videos of these drives were continually tagged to the car on the site, creating a MiTo that was more than just a car. This was an Alfa Romeo with meaning and soul.
