With less than a 0.1 percent share of Japan's car market, Alfa Romeo knew it couldn't match the marketing muscle of the local giants like Toyota Motor Corp., which together make nine out of every 10 vehicles sold in the country.
So Tiziana Alamprese, marketing director in Japan for the Italian car brand, aimed her efforts at a group of customers usually overlooked by most domestic companies: gay men and lesbians. The maker of the 4C sports car, owned by Italy's Fiat SpA, tied up with local gay organizations and began sponsoring gay film festivals and pride events, where it hands out red Alfa Romeo condoms.
"Alfa Romeo is a sexy brand," said Alamprese, who began the campaign in 2011. "When you buy an Alfa Romeo, you make a strong statement. It's about your identity, being yourself, making an individual choice, and we wanted to work for a cause that matches that brand value."