Case Study: Alfa Romeo drives more test drives and social engagement with Razorfish

Alfa Romeo drives 300 test drives and 580K social views with Razorfish

The customer, Alfa Romeo, faced the challenge of competing against luxury automotive brands like BMW, Mercedes-Benz, and Audi, which had significantly larger marketing budgets. The vendor, Razorfish, was tasked with creating a major impact for this challenger brand without a major spend, focusing on the key insight that test drives were highly effective at converting drivers.

Razorfish's solution was to crash Bimmerfest, the world's largest private-owner BMW event, with a high-performance test drive course and a head-to-head challenge event. This bold stunt resulted in over 300 BMW owners test-driving an Alfa Romeo and generated 580K social media views, 440K impressions, and 20K engagements. The vendor successfully captured authentic content of conversions and left a lasting impression on the target audience.

Alfa Romeo