Alfa Romeo: Expedition 147

In Belgium every two year hundreds of car salesman (and their car brands) gather together in Brussels with the aim of selling as many cars as they can. It’s a car fare called ‘Brussels auto & moto salon’. Extremely important for all car brands because it can account for up to 70% of the whole year’s sale. So you can imagine that a huge amount of money is spent on advertising. Or rather, it’s spent on media. Because who would want to risk doing something different? But Alfa Romeo Belgium, being a courageous and non-conformist brand, briefed us to do something that would dominate word of mouth rather than paid media. Which is fortunate, because their budget is much smaller than most of their competitors.