Doner Paints the Town Red with £1m ‘Made of Red’ Alfa Romeo Campaign

Full service creative agency, Doner, has unveiled an integrated campaign for Alfa Romeo – ‘Made of Red’ – encapsulating the passion and attitude evoked by the colour red, which is integral to the brand’s identity.

The new creative will run across TV, press, online and social; the campaign celebrates the colour red – identified by Alfa Romeo as a characteristic integral to its brand, and part of its DNA – and the sense of adrenaline, sensuality, temptation and emotion associated with it. 

As part of the integrated campaign Doner will this week launch an Instagram initiative to drive engagement with Alfa Romeo fans and leverage the Made of Red messaging.

The Instagram initiative encourages people to post pictures inspired by the Made of Red campaign, with the hashtag #MadeOfRed. Fans are free to find inspiration from anything in their daily lives associated with the colour red, with the best entries being collated and ‘re-grammed’ on Alfa Romeo’s Instagram profile @alfaromeouk, gradually creating a Made of Red colour palette.

Meanwhile, the TV commercial, adapted from the original Italian campaign for a UK audience by Doner, also launching this week, will showcase two of the brand’s core models: the MiTo and Giulietta. The Made of Red theme will also be introduced into the idents for the ‘Passion For Life’ sponsorship on Channel 4 which was delivered by Maxus Partnerships.  The Passion for Life strand of programmes includes hit programmes The Island with Bear Grylls and For the Love of Cars.

David Amstel, Group Account Director at Doner, said: “Alfa Romeo competes in a cluttered market, where drivers find it hard to differentiate and really connect with brands. The Made of Red campaign offers a clear point of differentiation. Whilst TV will drive awareness, social media will really allow us to connect with fans and open up channels where they can not only contribute to but drive the conversation.”

Nikki Austen, Brand Communications Manager at Alfa Romeo, added: “Red has always been at the heart of Alfa Romeo. It’s a very emotive colour and Alfa Romeo is a very emotional brand. Focusing on Red is a way for us to bring to life all those emotions that fans and customers associate with driving an Alfa Romeo.”