Acquisition B2B direct mail and microsite
Fleet managers are hard-nosed commercial people. Their choice of fleet cars is based purely on lifetime running costs.
For Alfa Romeo, which appeals to the heart rather than the head, this was a challenge.
That said, the financials for the latest range of Alfas was impressive. We played to our strengths and allowed fleet managers to review the numbers without being hassled by colleagues desperate to get sexy Alfas on the company
We disguised the brochure as an office supplies catalogue. And even the microsite had a ‘colleague approaching button’ so the information could be hidden from view instantly.