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:
Creative Director & Copywriter: Ranen Carmel
Art Director: Nimrod Ben Yehoshua
Director: Kobi Havi
Main website: Alfa MiTo Pulse Experiment (Hebrew)