One-to-One Marketing: Alfa takes message to net-savvy

According to KC Chong, marketing manager at the carmaker's local distributor EuroAutomobile, a conscious decision was taken to develop flash banner ads for MSN and AsiaOne, rather than sticking to its traditional use of print media. "It's a medium that we have not really explored in the past," said Chong. "Because the GT is new and will have a slightly different market - people that are younger and more savvy."

The campaign, which also incorporates print executions, was developed by AKQA. Key to the GT's positioning is its design by famous Italian house Centro Stilo Bertone, which Chong expects will attract a more creative market. "We made use of a stylised red line to emphasise the unique selling points of the car," said AKQA senior account executive Stanley Chan. "It has a lot of backseat space and we've also tried to talk about the Bertone design."

The online ads were accompanied by a new informational section on the recently launched Alfa Romeo Singapore website.

Chong points out that the GT's main competition in Singapore comes from the BMW 3-series coupe, but is happy with the current response to the campaign, with six cars already being sold since launch. He also pointed out that the coming year would see a greater focus on improving Alfa Romeo's overall brand awareness in Singapore and the region.