Launching a car is a logistics problem disguised as a marketing one. At an international press drive, dozens of journalists and influencers from different markets need the same materials — press releases, hi-res images, video, technical specs — in their own language, on their own device, in the ten minutes between a briefing and a test drive.
The standard answer is a shared folder and a file transfer link emailed the night before. It breaks in every predictable way. Links expire. Files are too heavy for hotel wifi. Journalists lose the email. Someone publishes an image from the wrong market. The press office spends the event re-sending things instead of running the event.
Alfa Romeo needed something that worked at the moment of need, in the room, on a phone, without a login flow that nobody completes while standing up. It also had to work across six markets, each with its own language and its own approved materials, and it had to keep working after the event for the archive.
We made the entry point a QR code. A journalist scans and is inside the press kit. No app, no account setup, no emailed link to find. That single decision is what makes the platform work at a live event rather than after it.
We built it event-based, not page-based. Each launch is its own event with its own materials, its own dates and its own archive. Past events stay accessible, which turns the platform into a permanent media library instead of a series of disposable microsites.
We built for six markets. Italy, Spain, Portugal, the UK, the Netherlands and France, each with the right materials for the right audience.
We handled the heavy files properly. Hi-res images and video download directly, sized for a phone on event wifi rather than a press office on fibre.
We added a digital roadbook. Event details and itineraries live in the same place as the assets, so the tool a journalist opens for a press release is also the one that tells them where the next session is.
We added a private area for materials that should not be open to everyone, without pushing every user through authentication.
Used across 12 global launch events since 2023.
The platform replaced folders and file transfers with one address the press office can point at, and it has kept running across launches rather than being rebuilt for each one. Recent events include the New Tonale international media drive in Pisa, with materials served across six markets from the same tool.
