When a launch becomes a show
Peroni Nastro Azzurro is the world’s most drunk Italian premium beer.
Since 1963, it has continued to broaden its horizons through new products capable of giving its consumers a boundless taste experience.
2023
CREATIVITY
GOAL
Communicate in a memorable way the launch of a new global partnership between two iconic brands that symbolize Italian-ness around the world.
An event so important that it had to be announced worldwide, simultaneously, on a Monday night. When people are usually at home.
Reality check:
How to catalyze attention on something that cannot be said?
EXECUTION
Live every moment
The brand payoff is an invitation to live life more intensely, inspired by the Italian lifestyle and efferevescence of Peroni Nastro Azzurro.
EXECUTION
The Holo Show
The launch event that didn’t just communicate a new partnership. It brought it to life.
A PR stunt that turned guests into hostages and Rome’s Palazzo dei Congressi into the set of a 3D holographic show. With one goal in mind: to bring a memorable experience to life.
Results.
Thanks to The Holo-Show event and related social coverage, we reached more than 1 in 10 Italians and involved a large number of newspapers with dedicated articles and features, which allowed us to strongly convey a new, all-Italian, prestigious partnership.
