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Alfa Mito Romeo: Life in a Just a Few Images

 

Posted on November 19, 2008
Nicolas Mirguet

 

I’m not one of those people that fall for any and all advertising gimmicks. That being said, I just came across a brand banner that made me go “um” and that even managed to get me to try out "Mito Clips." This is a very well-designed project, especially because of its simplicity. Icons that pop up on the screen one after the other allow the Alfa to share a little bit of everything with us (a trip, a break up, university days, etc.). Flipping back and forth between the “story” images and photos of a red Alfa Romeo make the car seem like a modern pop reference. Just take a look at some of the clips used by the brand for a TV ad to see what I mean:



Alfa Romeo has put these "Mito clips" at the heart of its launch campaign and can be found in several media formats: TV, banners, press releases, and of course on a main website that allows each visitor to create his or her own "Mito Clip". The concept takes advantage of today´s online trend of getting Internet users to interact with websites. The campaign also includes a 2.0 must-have: its own blog. The blog allows the brand to introduce its new model little by little and to recruit brand ambassadors to represent the new car to the public.

Thanks to the campaign´s simplicity and its penchant for web 2.0, I believe this intelligent campaign has been a hit! This new initiative is a big step away from traditional car ads and is likely to be well-received by the young and modern target audience.


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Sources:
- The article on www.culture-buzz.fr
- MitoClip
- The Mito blog
- Adapted by Jessica Hartstein


 

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