Alfa Romeo is a brand of the Italian car manufacturer FIAT, founded in Turin in 1899. The MiTo is Alfa Romeo’s compact sports car—or sporty “supermini.” Alfa Romeo’s goal was to support the MiTo launch and differentiate the vehicle with its superior integrated digital features including the music system, Bluetooth, voice command, and navigator.
Alfa Romeo’s month-long Skype campaign featured home page and conversation ads. Skype enabled MiTo’s marketing team to connect with its target audience within an application where they were already sharing experiences with those who matter most in their lives.
All brand metrics rose as a result of the MiTo campaign, significantly outperforming the pre group. Skype’s high-impact, rich-media creative opportunities successfully drove awareness and brand messaging. While the control group showed initial high awareness of the MiTo brand, the home page and conversation ads improved that even further.
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