Alfa Romeo: Tonale Launch
Introducing a brand new model by encouraging people to embrace their egotism.
The Challenge
Alfa Romeo announced the launch of Tonale, its’ first foray into the electrified vehicle market, and needed a digital campaign to go with it. But in the US, Alfa Romeo isn’t seen as the badass luxury vehicle that it is in Europe.
The Finding
As we dug into this audience, we found that they’re unique. They over-index for mindsets like self-interest, egotism, and assertiveness. They’re rule breakers that take shit from no one, forge their own paths, and prioritize themselves above anyone else. It’s their world; we’re just living in it. And unlike the rest of the boring crossover segment, Tonale is a tech-forward, NFT-wielding, performance-inspired plug-in hybrid.
Tonale is all about sparking main character energy.
Embracing your main character energy means you put yourself first and exude the confidence you’ve earned– it’s the next level of self-care
We set out to be the vehicle through which our audience unleashes their egotism.
The Work
L’arte di Arrivare | The Art of Arrival
There are two types of people in this world. Those who go places and those who arrive.
It’s the difference between entering a room and making an entrance. Between being present and having presence. Showing up and standing out. We’re all in on the ones who not only know the difference, but emphatically choose the latter.
There’s an art to arrival. And we’ve mastered it.
E tu?
The Work
My Role
Lead Digital Strategist
Qual / Quant Research
Creative Brief Development
Communications Planning
Team
Lincoln Hawks (Strategist)
Jessica Bostick (Sr Strategist)
Josh Broecker (ACD)
Lauren Bunker (CW)
Nicole Hartshorn (AD)
Katrina Lenzly (AD)
Freddy Orlando (CD)
Lauren Riddoch (CD)
John Stoll (GCD)
Chuck Vroom (ACD)
Cameron Wood (CW)