Alfa Romeo launches the Mi.To literally into the Spanish market

The small Italian compact is a month away from going on sale in Spain, and to announce its launch, Alfa Romeo wants to literally blow it into the air through a curious advertising campaign.

Last week we found, at the Atocha railway station in central Madrid, this white Mi.To on a pedestal surrounded by the elastic of a giant slingshot, ready to launch it, and the Italian brand set up a stand so that passers-by could tell how they would like to launch it.

The posters suggested everything from flying it through hoops like in a circus to tossing it into the water, although the best way would be the one in which the car suffered the least, because, as we already confirmed at the London show, the Mi.To in person wins you over, and rather than launching it, you feel like taking it home.

With advertising like this, and the charm the car already has at its core, Alfa Romeo can almost take for granted that the Mi.To will win over more than a few people and greatly improve the brand’s image.

Photos | Highmotor