SHE’S ELECTRIC X ALFA ROMEO

Beyond the comfort zone

Sports cars are still largely marketed to male audiences, and via traditional methods - which can leave women underserved - particularly when it comes to track driving and high-performance electric cars.

Through She's Electric, we set out to introduce Alfa Romeo’s electrified era to a new female audience - many experiencing track driving or EVs for the first time - bringing them closer to the brand story, putting them in the driving seat and giving them the confidence to make the switch to electric.

• Digital guest acquisition campaign
  Multi-channel campaign across She’s Electric LinkedIn, Meta, website and newsletter, supported by tailored messaging and personalised communications to attract and secure an influential audience.  

• Full guest journey management and concierge
  Managed applications, vetting, registration and all communications to deliver a seamless, premium end-to-end experience.

• An exclusive high-impact experience
  An exclusive and curated group of guests attended the complimentary event, split int two sessions to maximise engagement and connection.

• Immersive track experience at Bicester Motion
  Guests drove the Alfa Romeo range - including the Alfa Romeo Junior Elettrica - guided by expert instructors and women racing drivers. Experiences included track driving, timed laps and hot laps. The day was designed as a confidence-building moment - encouraging women to trust their instincts and take control.

• Lifestyle-led programming
  Hosted by Jo Elvin, the day combined adrenaline with connection; inspiring fireside conversations, beauty and styling moments, and relaxed networking in elevated surroundings.

• Post-event lead generation
  Extended momentum through a paid Meta campaign, amplifying content, building buzz and capturing new leads to grow Alfa Romeo’s community.

• Max-capacity event, with all driving places filled and strong spectator attendance.

• A wonderful mix of women from all walks of life - including founders, creators, business leaders and influential voices aligned with the Alfa Romeo brand.

• High-quality and fun, reusable lifestyle and automotive content, including vox pops, photography, video and quotes capturing the energy of the day.

• Authentic advocacy through influencer amplification (including creators with 100k+ followings).

• Over 1,000 new leads captured post-event to grow and nurture the target audience.

• Strong cross-platform reach, engaging a highly targeted new audience.

• A meaningful initiative that supports Alfa Romeo’s wider inclusion and social value commitments.

• Overwhelmingly positive guest feedback.