Alfa Romeo.
The At-Home Grand Prix.
From Tracks to Screens: Building Brand Loyalty in a Locked-Down World
-
Create a campaign that links heritage of motorsport to the Alfa Romeo Racing brand.
-
As the season took place during the Covid-19 pandemic, fans have not been able to attend races and take part in any fan club activities.
In a year when roads were emptier and car purchases were on hold, we pivoted from sales-driven marketing to a strategy focused on deepening the Alfa Romeo brand experience for its most loyal fans. Our goal: to celebrate the heritage of motorsport and ensure that the Alfisti, even from home, felt every bit a part of the excitement.
Engaging Fans at Home
Heritage Posters: Inspired by Alfa Romeo's legendary racing stories, we designed collectible fan posters tailored for digital use (desktop/mobile screensavers) and delivered them physically to Alfisti members as part of a bespoke racing fan kit.
Fan Kits: Limited edition packages, including memorabilia and exclusive branded items, were sent to Alfisti members to recreate the thrill of the race day experience.
Reimagining the Abu Dhabi Finale
Traditionally, the Abu Dhabi F1 race was an annual highlight with Q&A sessions with drivers, track experiences, and exclusive gifts for fans. While in-person events were canceled, we brought the magic online.
Virtual Driver Q&As: Fans could still interact with their heroes through live-streamed sessions.
Home Test Drives: Personalized test drives brought Alfa Romeo cars directly to fans’ doorsteps.
We created innovative ways for fans to engage:
AR Digital Posters & Fan Filters: Fans could decorate their digital spaces with posters or use interactive Instagram filters to paint their faces with Alfa Romeo colours.
Social Media Activations: Fun quizzes, online events, and interactive content kept the community buzzing with excitement.
Impact
This campaign didn’t just bridge the gap created by the pandemic; it turned a challenging period into an opportunity to deepen brand love and community loyalty. The Alfisti remained connected to the Alfa Romeo Racing brand, even from afar, reinforcing their identity as the beating heart of motorsport heritage.
My role in this project:
Art Direction & Concept Development: Shaping the campaign's vision and ensuring its execution remained true to the Alfa Romeo brand.
Creative & Social Strategy: Designing a multi-channel strategy to engage fans and build brand loyalty during unprecedented times.
Spark AR Design: Creating innovative augmented reality experiences to immerse fans in the Alfa Romeo world, wherever they were.