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Effortless style, creativity and authenticity are the core values of Peroni Nastro Azzurro. The brand was not perceived as being part of consumers daily life and it needed to increase its relevancy by building a stronger and deeper relationships with its consumers by immersing them in the stylish way in which Italians live.
Our challenge was to create a place where you can feel and experience the italian life, but keeping in mind Peroni's equity drivers: style and refinement.
Campaign Summary
Peroni has always supported art in different forms, either if we speak of design, cinematography or gastronomy. Peroni is also about creating a new form of art, where the italian lifestyle is reflected in every pillar of a superlative hosting experience: the Art of Hosting.
To bring Peroni's proposition to life, we created a unique place that brought Italy to the heart of Bucharest. Thus, the pop-up venue Casa di Peroni was born. It was structured in three weeks, each of them celebrating a domain in which Italians excel. It was opened to public for all the three weeks, time in which you could've visited the exhibitions, watch a movie at Cinema Peroni or try the exquisite Italian cuisine at Restaurant Peroni.
The first week was dedicated to design. Previous to the grand opening, we've launched a design competition where young designer were invited to create an object inspired by Peroni. The winners had their work exhibited in Casa di Peroni, in DESIGN Week. The DESIGN Week had a curator, two workshops, one about video mapping and one about the idea behind the design process, a special workshop about mixology, and a special thematic decoration. The second week called CUCINA Week was dedicated to the Italian cuisine. The curator was Marco Magri, an Italian Chef.
In order to celebrate cucina italiana at its best, for all the three weeks we opened an exquisite Italian restaurant in Casa di Peroni, whose Chef was Marco Magri.For the CUCINA Week, the decor was changed accordingly. We had live cooking shows, two workshops about molecular gastronomy,one about how to make your own Italian pasta, and an expo-market with Italian traditional products.The last week, called CINEMA Week, was dedicated to the Italian cinematography. The decor was changed to suit the theme and since the beginning of Casa di Peroni, we opened Cinema Peroni where 13 Italians movies were projected.The curator was Tudor Giurgiu, a romanian film director.
This week included one masterclass about the relation between reality and fiction in movies, a workshop about the interactive movie, and an exhibition with vintage filming equipment.Among all that, Casa di Peroni also hosted products launch. Peroni Piccola, a special designed bottle was presented and admired in Casa di Peroni. Another premiere in Casa di Peroni were Peroni cocktails, created by Federico Riezzo, Peroni Nastro Azzurro official mixologist.
Target Audience
Male or women, aged 18-45 y.o, they have higher education & they love very much to socialize, as it is one of the most important aspects of their life. They are admired for their effortless style and elegance both in appearance and places they are seen.
Results
Peroni has a very good performance YTD in terms of volume, with a +9% vs. budget expectations and vs. last year. This advantage comes mainly from Modern Trade, with an increase in NRGB performance.
F16 summer campaign & Casa di Peroni Venue stopped the erosion of the brand equity and proved the need for communication to a larger pool of relevant consumers and of trendsetting innovation. Casa di Peroni venue created a good momentum for the brand, building a stronger relationship with its core target and KOLs.
Over 5000 people stepped in Casa di Peroni. In December, Peroni was the most visible beer brand in social media. 4.122.567 people reached through social media. Reviews on dedicated going out website (1.558.589 views) 17,689 impressions in social media. 269.671 video views. 12.009 clicks to website.
Case Study
INFO:
Project title: Casa di Peroni
Brand: Peroni Nastro Azzurro
Client: Ursus Breweries
Credits
Agentie: Spider Group
Millo Simulov / Creative Director
Gabriela Hirit / Account Manager
Victor Vuicin / Designer/Motion graphic designer
Valentin Dragoiu / Copywriter
Nona Oprisan / Event producer
Iasmina Simulov / Event producer
Zoran Simulov / AV production
Adrian Bulgariu / AV production
Codi Dubat / AV production
Alice Furdui / AV production
Shortlist Premiile FIBRA #1:
Shortlist FIBRA - Casa di Peroni / 14.2 EVENTS - Learning and Exhibition
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