BEST YOUNG CREATIVE OF 2022-2023
BY ART DIRECTORS CLUB OF EUROPE
PERONI NASTRO AZZURRO
2019
"STYLE AMBASSADOR"
MY ROLE
Creative concept design & creative strategy
Creative direction
TASK
Raise the awareness of Peroni within Urban Millenials.
STRATEGY AND SOLUTION
Beer brands who are trying to engage with our target group usually link up with music or sports. Or in Finland with sauna and ice hockey.
We decided to go with fashion. This was perfectly in line with Peroni's brand and we could reach the true cool kids.
As influencer marketing is really expensive we wanted to do something that would get influencers interested organically.
So we launched open recruitment in social media where we started to look for the most stylish Finn to be our Peroni Style Ambassador. On top of the title, our winner got to attend London Fashion Week.
RESULTS
Brand Awareness: +46 %
Association with style: +38%
Sales growth: +10%
Over 150 entries with the #peronifinland.
Almost all the applicants were at least micro-influencers with notable following base.
We truly managed to get the attention of influencers by creating engaging content.
