ItaliaspeedTV - Alfa Romeo "Expedition 147" to Marianas Trench

Description

Alfa Romeo Belgium has launched a new marketing initiative ahead of the Brussels Motor Show next month, claiming to have lowered an advert to the bottom of the Mariana Trench which is almost 11000 metres below sea level and the lowest point on earth, under a campaign tag line of we can't go any lower. "Consumers aren't even going to notice [price-led communications], because they're confronted these days by hundreds of other messages," commented the advertising agency Duval Guillaume which thought up the idea. "We immediately knew that we had to think on another level. So we just took the word lowest very literally." However the achievement has been quickly and widely dismissed as a mocked-up stunt due to a number of glaring inconsistencies that are thrown up by the film. It has though created plenty of publicity for the Alfa 147 pricing already as the story has made national newspapers inside and outside Belgium. At the Brussels Motor Show, which runs from January 14-24, Alfa Romeo Belgium will roll out a series of models designated Edizione Sprint, in particular created to clear stocks of the long-running Alfa 147 ahead of the arrival of its replacement, new Giulietta which is scheduled to receive its world première next spring at the Geneva Motor Show. The claimed publicity stunt, which was focused around the show's special Alfa 147 pricing, was the idea of Alfa Romeo Belgium and advertising agency Duval Giullaume. "We needed a campaign that really pushed the limits <b>...</b>

Keywords

alfa, romeo, 147, mariana, trench, guam, atmospheric, pressure, brussels, motor, show, pacific, youtube, ocean, water, bed, challenger, deep, marianas, us, navy, trieste, submersible, submarine

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