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HeyHuman

Core disciplines: Branded content, Experiential marketing, Integrated marketing, Social

One of the Top 30 most viewed agencies for 2017

 

KEY BEHAVIOUR

Get Trendy Urban Contemporaries to
request Peroni over other beers.



KEY BARRIER & COMPARISON

Key Barrier: Peroni does not come across as
authentically Italian.

Key Comparison: Sagra – a celebration of
italian food and flavours in their raw form

 

THE CREATIVE IDEA

INFUSED WITH ITALY

We took a team of world class bartenders and three influential social creatives
on an inspiring trip to Northwest Italy where they were challenged to take
Italian citrus fruits and translate them into bespoke Peroni-infused cocktails.
Ultimately, each cocktail would then be showcased at the famed
London Cocktail Weekand House of Peroni for the masses to discover.

The line-up of guest bartenders were coupled with the founder of florist
Grace & Thorn, fragrance specialists from Earl of East Londonand illustrator,
George Greaves. These innovative partnerships were designed to push the boundaries
of traditional mixology, fusing scent, sight and taste to create something truly unique
for Peroni’s audience. The social media campaign supporting this ranged from video
to canvas, each piece sharing parts of the journey of creation as our teams
discovered the provenanceand authenticity of Peroni’s Italy.

 

THE RESULTS

Over a 6 week period…

+ Over 26,000,000 impressions

+ VTR of 10.5%.

+ Organic engagement rate of 12%

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