When Peroni was named as the global partner for the Aston Martin Aramco Cognizant Formula OneTM Team at the Grand Prix du Canada in Montreal, they knew they had to pull out all the stops. Despite their European heritage, Peroni was relatively new to Canada. Naturally, Peroni brought the challenge to Vibrant to grow awareness and get Canadians buzzing about PNA beer.
To get Canadians sampling Peroni and learning about the brand, our solution was a 2-story pop-up in Downtown Montreal called “Le Paddock”. With an impactful façade dressed in Peroni’s distinctive blue colour, “Le Paddock” featured the actual 2021 Aston Martin Formula One car on the bottom floor. Here, a combination of video and audio content highlighting the car’s features created a real immersion. On the second floor, we transported our guests into an authentic Italian experience. Complimentary PNA 0.0% beer as well as succulent Italian bites were offered, while a professional mixologist was on hand to prepare exclusive PNA-based cocktails. While curious passers-by initially entered the space to marvel the car, many stayed to enjoy the Italian lounge vibe offered on the second floor.
The pop-up welcomed 4,000 visitors who stayed for an average of 15-20 minutes. A total of 3,300 PNA 0.0% beer bottles were sampled, and our brand ambassadors generated over 40,000 interactions with visitors. “Le Paddock” welcomed and charmed more than 65 media representatives on Media Day.
We created an experience that highlighted the elegance and flair of Aston Martin F1TM Team and Peroni Nastro Azzurro and increased Peroni’s presence in the Montreal region.