A contemporary recreation of Beethoven’s Ode to Joy by Alfa Romeo takes the brand’s Stelvio and Giulia models to the Next Level of Joy.
As part of its new marketing push around the Stelvio and Giulia, Alfa Romeo is stretching beyond traditional media and moving into gamification through a collaboration with Unity Technologies, the creator of the most widely used real-time 3D development platform.
Now available across multiple devices to include the desktop, mobile, and tablets, the Alfa Romeo Experience affords consumers the ability to test their skills on the track with both models. Titled Soundtrack, the exercise spans television, digital, and social media content.
Consumers can engage with the brand across its main online networks—Facebook, Twitter, YouTube, and Instagram. The core commercial, The New Sound of Joy, will be broadcast throughout the NCAA basketball season, extending viewership across CBS, TNT, and TruTV.
The ad illustrates the legacy of Alfa Romeo and its connection to Monza, Italy as well as depicts an outstanding driving performance. Said short film demonstrates the capabilities of the cars with the application of unique choreography, pushing the limits of both vehicles.
The creative portrays the Autodromo Nazionale Monza as a musical instrument that brings to life the Stelvio and Giulia with a mix of beauty and performance. In a symphony of the senses, the drivers follow a specific line that hits musical logos at exact times to produce the Ode to Joy melody. Watch the production’s behind-the-scenes footage here.