Challenge :: Our ambition for this activity was to help establish Peroni as the Italian style icon in bars and help align the on-trade sampling activity with the 'La Dolce Vita' above the line campaign.  Targetting Peroni's core drinkers of 25 - 34 year old 50/50 male/female, the two tiered approach included a style team to work in the bars, offering consumers a free Peroni and entering them in to a style related competition, and our Peroni cinema team who toured the country with their Dolce Vita al fresco cinema experience.

Delivery :: Our staffing remit included a requirement for an Italian looking Event Manager, a core team of 4 models, a 'paparazzi' girl (sienna miller style photographer) and a projection partner.  No small feat, but all accomplished.  The activity visited 160 bars across 10 cities, delivering a slice of style and a Peroni on us, to over 8,000 consumers.

Activity Type :: On Trade / Guerilla

Provision :: Management Team / Models / Photographer / Projectionist / Venue Scheduling / Vehicle Logistics / Accommodation & Subsistence / Evaluation & Measurement