Purchasers of Alfa Romeo’s believed it was more than just a car. It was an emotional purchase based on the cars iconic design, style and passion!
As there were no new car launches in 2014, the challenge was to build a sustained presence in 2014 and to build a story around passion that would resonate with our target audience of ABC1 adults.
We needed to overcome the inertia felt by car purchasers seeking a functional transaction and tap into Alfa’s unique Italian sense of ‘the thrill of the drive’, to re-ignite their passions and connect and excite them at a deeper level with the brand. Capturing their heart and evoking these emotions was the challenge for 2014!
A year long bespoke strand of new commissions was crafted and titled “Passion For Life” across C4, More 4, 4 seven and 4OD.
The on air linear sponsorship reached over 18.5 Million ABC1 adults (over 68%) and the bravery to be associated with a brand new series was rewarded with rating success across the board and The island, For the Love of Cars, Speed with Guy Martin all being commissioned for a second series in 2015.
The short form Passion for life series was the most successful original format on the shorts platform with over 7.4 million views and completion rate at a staggering 97% on iOS and nearly 90% on Channel4.com. 70% of viewers would tell their friends to watch the programmes 83% said they would watch more episodes in the future.
A media first, the digital short form series was commissioned to be re-packaged into a linear peak time 30 minute long-form AFP TX for C4 main-channel. This was broadcast on the 27th December at 18.40 and achieved the highest audience of the day (c 1.5M million adults) on C4.