Alfa Romeo MiTo: Pulse Experiment
The fact that you breathe doesn't mean you're alive" (Alfa Romeo's slogan in Israel). "Is it factually true?"
Upon launching the new Alfa MiTo in Israel, Alfa Romeo decided to challenge their slogan "The fact that you breathe doesn't mean you're alive". We took 12 drivers, hooked them up to a pulse-monitoring watches, documented a regular test-drive and checked how their heart responded to the new Alfa MiTo.
Advertising Agency: Drori Shlomi Advertising, Tel Aviv, Israel
Creative Director: Ranen Carmel
Art Director: Nimrod Ben Yehoshua
Copywriter: Ranen Carmel
Director: Kobi Havia
Strategic planner: Yoni Lahav
Account manager: Maya Shalev
Published: October 2009
5 Comments
Hmmm... alright.
so...mito can...rise up your pulse...really? i'm sorry...but my pulse would be high because i would be ashamed to get out of it. it's....well...not a very beautiful car...and it does not look very powerfull. so...i don;t know...
"U think it's perfect?! Press delete and start again!"
So in a ferrari, what would happen?
"Bright ideas bring better results"
It increases the heart beat. Okay. But what it got to do with their slogan?
As far as Alfa Romeo's go this is definitely a powerful model. Must be a matter of taste, I love it.
Love Top Gear have quote about the MiTo: "Doesn't matter what it drives like, it's cool. Think Alfasud, but better."
Looks better on their site though http://www.alfaromeo.co.uk