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Alfa Romeo

Man Vs. MiTo

The Brief

Our brief was to leverage Alfa Romeo’s sponsorship of UK Athletics and increase awareness of the latest model, the Alfa MiTo
Our insight confirmed that fans love to see sports starts outside of their natural environment

Creative Solution

Our creative solution set high profile UK athletes on a Man versus Machine race around the City of London
Iwan Thomas (400m) raced on foot, against Andy Turner (110m hurdles) and Chris Tomlinson (long jump) in the Alfa MiTo
A series of videos teased the result, helped grow Alfa’s Facebook community and engaged with spectators during key outdoor season events


  • 100+ pieces of coverage
  • 250,000+ organic video views
  • 12,888 new Alfa Romeo Facebook fans
  • Big screen video to Diamond League crowd (15k)

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Be Bold.

It’s time to come off the fence:

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