Alfa Romeo places poster at 'lowest point on Earth'

By Alex Brownsell, marketingmagazine.co.uk, Wednesday, 23 December 2009 12:15PM

LONDON - Fiat-owned car marque Alfa Romeo has placed a poster ad 11,000 metres below sea level to promote a discount offer for its 147 model.

Alfa Romeo

Alfa Romeo

The 2m² poster was lowered to the Mariana Trench, near the island of Guam in the Pacific Ocean, by media owner ClearChannel.

The campaign, by ad agency Duval Guillaume Antwerp, aims to create a more engaging way of talking about car prices. More information can be found at the microsite www.expedition147.be.

‘Consumers aren't even going to notice [price-led communications], because they're confronted these days by hundreds of other messages,' said spokesman for Duval Guillaume.

‘We immediately knew that we had to think on another level. So we just took the word ‘lowest' very literally.'

The activity comes in advance of January's 2010 European Motor Show in Brussels.

This article was first published on marketingmagazine.co.uk

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