Alfa Romeo places poster at 'lowest point on Earth'
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.
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
- Campaign Marketing Manager EMAP Competitive + Bonus, London (Greater) / London (East), London (Greater)
- Exhibition Designers WRG Live Competitive salary and benefits package dependant upon experience, Manchester, Greater Manchester
- Producer WRG Live Competitve salary and benefits package dependent upon experience, London (Central), London (Greater) / Manchester, Greater Manchester
- Content Manager WRG Live Competitive salary and benefits package, Manchester, Greater Manchester
- PLANNING DIRECTOR - INTEGRATED B2B AGENCY Live Recruitment £35000 - £40000 per annum, Oxford
- Martin Sorrell earns 780 times more than average WPP employee
- 3 top tips on how to save an epic social media fail
- Lake Capital rejects demands of Engine's rebel shareholders
- Head lice-killing mousse launches in the UK with cartoon campaign
- Facebook's 'Buy' button: a leap too far?
- Beiersdorf postpones review after MAA criticisms of procedure