The Alfa Club
With Alfa Romeo pumping £8bn into new car models, they wanted to innovate and revolutionise the car buying experience. Looking at the user journey of a car purchase from inspiration, evaluation, confirmation, all the way through to positive usage- we put the driver at the heart of the driving experience. This was executed by making them feel connected with the car at every stage, using digital and wearable technology. Driving behaviour could be tracked so you could see your performance and see how you compare with other Alfa owners, creating brand love and helping Alfa Romeo collect data.