A car that is that good looking and at such an interesting price: there’s no getting away from an offer this good. We developed ambient ideas that followed the spectators. So we quite literally translated the headline in our actions.

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 a new record: they sold 38% more cars then this time last year. What’s more, after the campaign AlfaRomeo ended number 6 brand in Belgium in top of mind awareness (versus number 13 before!).