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
- Senior Creative Major Players £70000 - £80000 per annum, London
- Design Director createselect Up to £65k, London (Greater)
- Quant Researcher-Immediate Start-Saudi Arabia-c50k Tax Free Elizabeth Norman International £40000 - £50000 per annum + Tax free and travel, Saudi Arabia
- Senior Brand Manager Salt £160 - £190 per day, Reading
- Senior Project Manager Digital Gurus £40000 - £45000 Per Annum, london
- Google's European leader says viewing habits are 'changing dramatically'
- Land Rover to move global ad account into Spark44
- Martin Sorrell talks Maurice Lévy, Tesco, and the global outlook
- Viacom to bring Breaking Bad to Freeview with Spike launch
- 'Advertisers are snake oil salesmen', says Peter Oborne
- Group M retains £80m Lloyds media