ALFA ROMEO

Role: Global Head of Creative

Issue:

Fiat Chrysler Automobiles needed a creative and targeted way to drive consideration for its new Alfa Romeo performance vehicles among a high-net-worth audience.

Concept:

Inspired by our own best-in-class live journalism events, The Trust created a dual-coast event activation, Fast Track to Ambition. Open exclusively to our WSJ+ membership, we recruited attendees from the finance, tech and media industries. The events featured test drives of Alfa Romeos and fireside chats with influencers in corresponding fields. At the West Coast event, we deployed our Custom Content editorial and video teams to capture footage that would eventually be edited into video content starring Reddit founder Alexis Ohanian and Hollywood player Dax Shepard.

Results:

In terms of both performance metrics and audience impact, Fast Track to Ambition was a resounding success. The custom execution exceeded the page view goal by nearly 50% and garnered close to 14 million impressions. Thanks to targeted ad placements, the program also overindexed in terms of connecting with the desired demographics FCA was hoping to reach. Additionally, the program trafficked nearly 7,000 social actions and referrals, showing that people were drawn to the program and engaged in the content