Building on the emotion with the brand awareness

“I am life, I am beauty, I am the technology, I'm Giulietta, and I'm made with the same stuff as dreams. Without heart we would be just machines.”

This spot shows the particularities of an Alpha Romeo in a very short and slowly way, it serves to show what makes her a very special car. The brand knowledge is crucial for a brand like that Alpha wants to occupy a unique niche in the market. That of the Italian sports car, with the pace, sporty and secure. The brand knowledge is crucial for a brand like Alpha Romeo who wants occupy a unique niche in the market. The niche of the beautiful Italian sports car for cheaper price.

They used the name of a character in Shakespeare who represents beauty and mentions a famous quote from him. This subliminal message could change the emotional of potential buyers and maintains trust with its customers.  Educated people know these quotes and they will remember advertising through this cultural landmark.  This formula is ideal image that wants to give Alpha Romeo.

To put more value in the car they chose a good ambassador who’s representing the class and temperament, the famous and glamorous Uma Thurman. This is another way to influence the emotional. The messages are only issued for the car in general and the person who drives it is not so important. But in one hand the men will love to see a beautiful woman say such beautiful words ... And secondly, women are able to recognize themselves in this car, the model is a city car, the kind that women buy most often. The fans know that Alfa Romeo is working hard on its design and the look of its products but also on its performance.

I found this really brilliant and clever advertising because it appeals to our culture. The target is broad, reminds customers that the brand continues to innovate, it attracts potential buyers with a strong message and puts a woman to drive this car.

François Savarino