A group of deep-sea explorers help Alfa Romeo carry out an interesting advertising campaign, locating a print ad in the lowest spot on earth, because this is the lowest the price can go.

Basically the idea is to make people talk. For the 147 who flew across the world to the Marianna Trench, to put a billboard at the lowest point on earth: 11,000 metres below sea level. (headline: ‘we can’t go any lower’). We captured the adventure in an online film. In Belgium’s busiest shopping malls, we put a real MiTo in a real shopping trolley with no visible means of support. And to conclude, we used bus shelters to help other people sell their cars.

While the other big brands spent a fortune on traditional media, the only real price campaign which was picked up and talked about was Alfa Romeo’s. Alfa Romeo ended the car fair with nothing but records. Not only did they send 80% more cars then this time last year, they also broke their all time Brussels car fair sales record by nearly 20%. And best of all, they managed to make their cars cheap without making the brand cheap.