Alfa Romeo – Alfa MiTo Jeans
Challenge
To create a project that communicated the brand into the mainstream female media. PPR decided on fashion as an area of interest for 18-34 female demographic using key industry insiders to aid the project and in-line with the client brief of unique, cutting edge, fashionable and sexy – DNA, it’s in your genes.
Solution
Performance PR devised a project to create 100 pairs of limited edition jeans for women. We recruited up-and-coming London based designers Bjork & McElligott to create the product taking design aspects from the Alfa MiTo – red stitching and black leather.
The approved design involved sourcing used denim to be re-created into skinny- fit, high-waisted, unique and sexy MiTo jeans.
To add commercial weight to the project we enlisted the help of fashion journalist Louise Roe as a consultant and partnered with the Jeans 4 Genes charity and patron Donna Ida Westfield. Photography, filming and the outline of the project was included in the MiTo jeans microsite www.mitojeans.co.uk
Results
The end results for the project were widespread, not only appealing to fashion/style press but also to the automotive titles. PPR gained coverage with the likes of Harpers; Marie Claire; Cosmopolitan; Fashion Monitor; Handbag.com; Grazia as well as coverage in the Daily Mail; Sunday Mirror; Saturday Express Magazine; Auto Express and Top Gear Magazine among others. The jeans were also used as competition collateral for Alfa’s Cloverleaf owners club.
