Alfa Romeo Stelvio
(launch campaign)
The brief
With a predominantly male database, Alfa Romeo were looking to expand their audience by attracting a female following while launching their new SUV, the Alfa Romeo Stelvio.
The insight
Research shows that in 2018 women made 82% of car purchasing decisions for families. We used this statistic to inform the launch of their first SUV by empowering career women aged 35-50 to consider the Alfa Romeo Stelvio when purchasing their next vehicle.
The solution
We surprised the Australian market by treating women to a cheeky play on words in a space where we would typically find masculinity. This bold and empowering statement was a timeless and disruptive campaign.