Guerilla marketing for Alfa MiTo; New Multiair MiTo

Take a walk through Jesmond in Newcastle-upon-Tyne at the moment and your eyes might be drawn towards the pavement. Normally, it's nothing particularly special, but recently some rather unorthodox adverts for Alfa's MINI rival, the MiTo, have appeared on some of the paving slabs.

With Alfa's baby being aimed at the younger and more fashion-conscious types, these adverts in the affluent and student-heavy area of Jesmond are a great example of guerilla marketing. The images are created using a technique that involves cleaning an sandblasting the ground through a template. There are apparently 1300 similar adverts across the UK.
The pavement adverts also coincide with a first look, via What Car?, at the new MiTo Multiair, an ultra-clean and efficient MiTo using advanced 1.4 petrol engines. Instead of a conventional camshaft, the MultiAir engine uses a series of oil-fed solenoids which can precisely meter out fuel in any given situation. As well as improving economy by 10% and reducing NOx emissions by 60%, the system apparently improves throttle response and increases power and torque, especially at lower revs.

(Picture credits: Alfa Romeo and Tarmac)