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Peroni Nastro Azzurro

When a launch becomes a show

To announce the new Peroni Nastro Azzurro 0.0% partnership, we organized a worldwide event, starting with a hype countdown followed by a holographic show.  A group of industry journalists and influencers participated in the show which was held in Rome.

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.

YEAR

2023

WHAT WE DID

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.

Challenge

An event so important that it had to be announced worldwide, simultaneously, on a Monday night. When people are usually at home.

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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.

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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.

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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.

60+
Journalists/influencers involved
8M
Video views of the event reel
1,2M
Accounts reached in the first 72h after announcement
Are you in for a new impactful experience?