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The Ask
With the return of the highly-anticipated Grand Prix in Montreal, premium Italian beer brand Peroni Nastro Azzurro 0.0% wanted to celebrate their official partnership with the Aston Martin Aramco Cognizant Formula One Team while creating a unique and engaging way to give F1 fans the opportunity to “feel the passion inside” during the big race weekend.
The Approach
To launch and celebrate their official partnership with the Aston Martin Aramco Cognizant Formula One Team, we hosted La Maison Peroni présente Le Paddock - an immersive and multi-sensory experience that engaged fans in the sights and sounds of the F1 paddock experience with AMF1 driver, Nico Hülkenberg, whilst providing a unique and elevated opportunity to try the crisp and refreshing Italian taste of Peroni Nastro Azzurro 0.0%. In addition, we designed and hosted a press trip experience for six notable media and influencers which included several on-premise account takeovers to bring the passion and flair of Peroni Nastro Azzurro alive to the city of Montreal - including one of the most stylish and well-attended events: La Maison Peroni presenté Le Brunch at Bar George.
The Impact
From the activation media preview kick-off, to the checkered flag following the race - the weekend was a huge success. The program garnered over 34.8M media impressions to date - surpassing our KPI's over 3 times! We saw over 22 million social media impressions from over 450 pieces of content, and 11 million traditional media impressions from 19 pieces of earned and integrated coverage, plus an unprecedented volume of UGC on Instagram and TikTok.
The Pomp
With the return of the highly-anticipated Grand Prix in Montreal, premium Italian beer brand Peroni Nastro Azzurro 0.0% wanted to celebrate their official partnership with the Aston Martin Aramco Cognizant Formula One Team while creating a unique and engaging way to give F1 fans the opportunity to “feel the passion inside” during the big race weekend.
