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M&C Saatchi PR

Peroni Nastro Azzurro

The House of Peroni

Now in its fourth year of residency, The House of Peroni continues to champion Italian lifestyle.

Disciplines: Experiential marketing, Public relations (PR)

Sector: Alcoholic Drinks

Agency: M&C Saatchi PR

BITE Insight

This year sees the House of Peroni returning for the seventh time, having started its tenancy with a New-Wave Italy House in London, 2013. The latest House focuses on experiencing art like never before, teaming up with over 350 creatives, from artists to fashion designers, mixologists and chefs, combining the creative culture of Italy and bringing it to life.

One aspect of the House this year was a virtual reality art experience that took place at a special pop-up in Manchester. This was created using the Tilt Brush by Google, a VR headset combined with a digital paintbrush, that allowed the user to virtually step inside a piece of art and then create their own digital 3D works.

You become the artist, guided by the professionals in residence at the House, but also encouraged to explore your own ideas. The Brush allows you to create wherever you choose: the room becomes a canvas, with no limit to your creativity and imagination. The captivating and memorable experience keeps people talking about the brand long after they have removed the headset.

In 2016 an engaged social strategy enabled Peroni to use content from the activations across their online channels and media platforms, creating a social reach of 1.3 million and a 150% growth on Twitter, as well as adding 400,000 new Facebook fans.

The House of Peroni is a living Italy, building aspiration and desire around Peroni Nastro Azzurro’s brand and embracing its renowned heritage.

About the author

Izzy Ashton, Assistant Editor of BITE, Creativebrief

Izzy is a writer/researcher for BITE, Creativebrief’s daily insight into global marketing trends and the cultural movements driving them. She keeps abreast of the latest communication, technology and consumer news, and is responsible for conducting interviews with key agency strategists and creatives to gain insight into the most innovative global campaigns.