Doner started working with Alfa Romeo earlier this year, and we were really excited to help Alfa Romeo UK when they joined forces with Dragons’ Den star Peter Jones to support his charitable foundation, the Peter Jones Enterprise Academy, which supports entrepreneurship among Britain’s young people.
Peter’s first car was an Alfasud so he has a real affiliation with the brand as well as being a bit of a car enthusiast.
He said: “That car was something special; it gave me something I’ll never forget, freedom. I was able to just drive and drive and I must have spent hundreds of pounds on petrol in those first few months, I think I probably even slept in it.”
Speaking of the tie-up, Damien Dally, Alfa Romeo head of brand explained: “Naturally, we’re looking forward to the months ahead and supporting the work of the Peter Jones Foundation. And it’s always great to work with someone who understands the appeal of owning an Alfa.”
Doner spent a day with Peter Jones, we took a Giulietta down to Queen’s Club where Peter Jones’ offices are located and filmed him interacting with the car and generally talking about his passion for cars and Alfa Romeo. We also filmed the car driving around London.
The aim for the day was to create a suite of materials that could be used both on and offline to promote the relationship. We created a set of advertorials to be used in the fleet press and there was also a prize draw to win a signed copy of Peter Jones’ book, Tycoon, and pairs of socks from the Peter Jones collection!
Here is the video that was created from that day…