Taking Trojan From Fandom to Brand-Dom on TikTok
How Trojan became the #1 sexual health brand on TikTok.
Fiat Chrysler Automobiles
Crashing Bimmerfest with Alfa Romeo
How do you compete when competitors spend 5x more on marketing?
Background
In the United States, Alfa Romeo is a challenger brand with an attitude, but it faces stiff competition. BMW, Mercedes-Benz, and Audi enjoy loyal owners, extensive vehicle lineups, and substantial advertising budgets. So how do you compete with competitors spending 5x more on marketing?
We wanted to do something big without spending big.
Executive Creative Director • Razorfish
Journey
Through data, social listening, search analytics, and other metrics, we uncovered that more than 60% of the people who test-drove Alfa Romeo vehicles bought one. Our goal was clear: get drivers behind the wheel.
To accomplish this, we decided to do something outrageous: we had Alfa Romeo crash Bimmerfest, the largest private-owner BMW event in the world. We set up a high-performance test drive course to let BMW drivers experience firsthand the thrill of an Alfa Romeo, and hosted a “My Alfa Romeo is better than your car—prove me wrong” event where BMW owners could challenge our product experts head-to-head on product features—and receive a little Italian enlightenment.
Crashing Bimmerfest was a bold move that paid off big-time.
Executive Creative Director • Razorfish
Outcomes
More than 300 BMW owners test-drove an Alfa Romeo, and we captured hours of social media content featuring real BMW owners converting to Alfa Romeo right before our eyes.
Most importantly, we left a lasting impression at Bimmerfest—and who knows, maybe we’ll even be invited back next year.
- 580Ksocial media views
- 440Ksocial impressions
- 20Kengagements
Once we got people in an Alfa Romeo, the car sold itself.
Executive Creative Director • Razorfish
What are people saying?
For a BMW event there sure are a lot of people waiting in line to drive an Alfa Romeo #Bimmerfest2019
@columnwood Great move sponsoring the event! I’m sure it opened a lot of eyes to how fun it is to drive an Alfa!
Rick
Alfa Romeo Facebook PageJust say no to BMW!
Marcie
Alfa Romeo Facebook page
See more of our work.
Designing an Audacious Real Estate Experience for Waldorf Astoria Miami
How can one building elevate an entire city?
Revealing the Real Cost of Beauty with Dove
How do you turn up the volume on a silent epidemic?
Purpose-Driven Products from Bank of the West
Can opening a checking account really change the world?
Australian Center for the Moving Image Renewal
How do you turn the museum visit into an immersive 21st century experience?
Dove Project #ShowUs
How can a brand truly change a systemic issue that impacts women worldwide?
Cadillac Rise
How do you breathe new life into an iconic company?
Denver Botanic Gardens
How do you create an exhibit that’s a natural extension of nature?
Reinventing Viviscal
How do you change the conversation on women’s hair loss from hopeless to hopeful?
Celebrating 5 Years with Patrón
How do you make digital feel handcrafted?
Orangetheory Fitness
How can the right technology open the door for growth?
World of Coke Museum
Can an immersive experience help bring an iconic story to life?
Porsche Engine Notes
Can a sports car become a musical canvas?
Pantone Studio App
How do you empower the next generation of makers?
Batiste Apartments
How do you introduce an all-new type of haircare product?
Vornado World’s Largest 4K Screen
How do you get attention in Times Square?