Alfa Romeo created an intriguing advertising campaign to promote the new Tonale Plug-In Hybrid Q4. It includes a TV commercial, a press campaign, and an out-of-home (OOH) poster. The campaign is meant to get people excited about the model's soon-to-be arrival in all of the brand's showrooms, which is set for the weekend of February 11th and 12th, with an Open House for the launch. With the slogan "Sportiness has a new energy," the new communication strategy highlights how important the Tonale Plug-In Hybrid is to the brand's evolution. In fact, the new top-of-the-line version changes the meaning of "efficient sportiness" and takes the first step toward the sportiness of the future, according to Alfa Romeo, which has stayed true to its noble Italian sportiness since 1910.
The spot ran on TV networks from February 5 to 18 in 15" and 30" formats. It was made by the Havas Milan agency, which was inspired by Tonale Hybrid's previous "Live Unpredictably" campaign. So the path is marked by continuity. The two Alfa Romeo commercials have the same soundtrack, an arrangement of the song "Amandoti" by CCCP in a modern key made just for the brand. In this way, the ad praises Italy and the Alfa Romeo brand, pointing out that they both have a timeless charm and an eye on the future. The Alfa Romeo Tonale Plug-In Hybrid version is a step toward electrification for the brand. This is shown by the evolution of the famous logo, which is now an elegant silk-screened electric snake on the left side of the back of the car. Publicis Groupe is in charge of the digital content strategy, the experience strategy, and the media strategy.
At the same time, on February 5, the OOH advertisement, which is based on the TV spot and adds to it by highlighting the most important product features, began to appear. For the event, the ad is shown on The Corner, the first digital landmark in Italy and the second largest in all of Europe. It is in the center of Milan, not far from Porta Garibaldi. The modern corner system, which is more than 55 meters long and 6 meters high, can create immersive and 3D experiences, plan a dynamic distribution of messages throughout the day, and change the content with the help of new software. So, urban communication is fantastic and helps make the Lombard capital, the undisputed capital of Made in Italy, innovation, and design, more well-known worldwide. The OOH poster will be up for two weeks; between the 15" and 45" sizes, 385 people are expected to see it daily.
The Alfa Romeo Tonale Plug-In Hybrid Q4, which came out last November, is the last model in the Tonale line. The Tonale was the model that got the brand into the world of electric cars. So, the new version predicts how Alfa Romeo's idea of sportiness is going. It is the most efficient Alfa Romeo ever made, with CO2 emissions of up to 26 g/km for free access to city centers, up to 82 km of autonomy in full electric mode for maximum daily mobility, and a total range of up to 600 km for long trips outside of cities. Also, the Alfa Romeo Tonale Plug-In Hybrid Q4 is the most efficient and reliable car in its class, both in town and on long trips. This is because it has the most space in its class, is very comfortable, drives quietly, and has low emissions. It also has the best road performance in its class, and the technology and connectivity inside make it the most advanced Alfa Romeo ever.
