ORLEN ALFA ROMEO RACING

We began with a concept and strategy centered around the encounter between human and machine, the two core elements of the brand. Building on this “big idea,” we developed various activations and communications to enhance brand awareness among F1 fans and convey the passion for the stories F1 has to tell to Alfa Romeo enthusiasts.

In a sponsorship of this magnitude, it’s essential to fully leverage all available assets. Among these are the drivers KIMI and GIOVINAZZI. Their presence represents a unique opportunity to promote the brand and reach a motorsport-loving audience.

We had the opportunity to work on several designs for the car’s livery, particularly the celebratory graphics for the brand’s 110th anniversary. The production was subsequently handled by the FCA design center.

We recreated the track atmosphere inside Alfa Romeo dealerships, bringing the adrenaline of Formula 1 to the brand’s guests. The format included Test Drives, GP viewing, themed F&B offerings based on the GP’s country, and participation in a digital tournament using a professional driving simulator.

We designed a custom line of merchandise, used as uniforms for paddock activities and as giveaways for event participants.

We had the opportunity to work with the drivers to create a series of content that Alfa Romeo published on its social media profiles. These contents showcased the drivers in an authentic light, aiming to engage the audience and forge a deeper connection between the fans and the drivers.