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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 watc… Read More
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. Read Less
Published:
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:

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