Cummins&Partners Merges Opera With Alfa Romeo for Fiat Chrysler Australia

The performance sees an opera singer effectively sing a lap of a racetrack, perfectly replicating the exhaust note of the Alfa, her sheet music – the tachometer of the Giulietta QV TCT.

Ben Couzens, co-executive creative director at Cummins&Partners said: “Sometimes the best concepts are the ones that make you scratch your head and ask, “This is cool but is it actually possible?”

Partner Jim Ingram concludes, “Alfa Romeo has a rich history of racing performance and Italian style. This idea brings those two things together in a way that really does take your senses for a ride. This project represents the epitome of our Alfa Romeo brand platform for Australia, The Romance of Performance.”
 
Andrew Rovenko, creative technologist explained, “It’s a beautifully simple idea. To execute it, we have used existing technology in a completely new way. Using an on-board diagnostic interface, live data from the tachometer of the car was transmitted via Bluetooth to an application on a phone in the glove box, then the phone’s screen was mirrored via a 4G data connection to a tablet, which was referenced by our opera singer as sheet music.”

Ashlin Moore, senior advertising manager said: “Alfa Romeo has a rich Italian history, pairing it with opera through technology is a perfect fit for one of the world’s most emotive and evolving brands”.

The Performance Piece will roll out as an online content piece supported by TV, digital, PR, point-of-sale and in-dealer events.