Alfa Romeo – Harlequins Track Day
Our challenge was to leverage Alfa Romeo’s sponsorship of Harlequins and increase awareness of the Alfa Giulietta.
With limited access to the players, we worked with Harlequins management to secure additional time away from the training ground facility.
Our insight confirmed that sports fans love to see professional sportsmen/women outside of their comfort zone, trying their hands at other sports.
The creative solution saw Chris Robshaw, Nick Evans and Will Skinner join Alfa Romeo at Brands Hatch for a series of driving challenges.
The media were invited to take part and interview the players. An action-packed video was distributed to engage with fans post-event.
Results included:
- x31 online coverage
- x25 print coverage
- x4 national coverage
- Lead Story: Sky Sports The Rugby Club