Peroni Nastro Azzurro

Peroni Nastro Azzuro

Peroni

Challenge

Peroni Nastro Azzurro is positioned as a premium Italian lifestyle brand hinging on style, craftsmanship and quality. It has always enjoyed a very close relationship with Italian fashion, thus the brief for the Irish campaign was to establish its Italian style positioning within the core target market.

Solution

Drury | Porter Novelli secured a partnership with an Italian designer Marco De Vincenzo and also launched the Peroni Moda Awards – to discover talented and aspiring designers in the Republic of Ireland.

The Awards were officially launched at the unveiling of a pop-up Peroni Boutique with an intimate fashion evening at No 6 Castle Market Street which remained open as a browsing boutique for two weeks following the launch.

The Peroni Moda Awards allowed us to target both the fashion community and aspiring fashion designers. With Marco de Vincenzo and well known stylist Aisling Farinella on the judging panel alongside the editor of IMAGE Magazine, we then selected ten finalists to bring to life their designs at the live Peroni Moda Awards fashion show held in the Powerscourt Centre, in the heart of Dublin’s Creative Quarter attended by an audience of Ireland’s most influential fashion media, bloggers and trendsetters.

Results

The activity, awards and partnership received extensive coverage in print, online and broadcast fashion media. As a direct result of the activation, brand awareness levels increase by 8%, brand consideration by 7%, and brand trial by 10%.