Marketing Challenge
For a second year in a row, Peroni Nastro Azzurro (PNA) mandated VIBRANT to bring its partnership with Aston Martin Aramco Cognizant® Formula OneTM to life during the Canadian Grand Prix by creating a premium, newsworthy event in the heart of Montreal. With mass sampling and brand awareness as key objectives, VIBRANT’s ultimate goal was to get Canadians buzzing about the PNA 0.0% beer.
Solution
Building on key takeaways from last year’s event and aligning with PNA’s new objectives, VIBRANT took it to the next level. This time in a bigger venue, we created a spectacular, immersive pop-up space inspired by Grand Prix paddocks around the world. We offered guests an impressive sensory experience around an Aston Martin Formula OneTM car as well as a festive and premium moment to discover the PNA 0.0%.
Results
The event was mind-blowing, creating a continuous lineup of buzzing F1 fans waiting to explore LE PADDOCK. With an increase of 367% in attendance over the previous year, more than 20,000 visitors were welcomed in the space. Over the course of four unforgettable days, 11,000 glasses of Peroni Nastro Azzurro 0.0% were enjoyed, representing an annual increase of 277% compared to 2022.
We created a spectacular, immersive pop-up space with an environment inspired by Grand Prix paddocks around the world: an impressive sensory experience using light and sound around an Aston Martin Formula OneTM car, and a gallery for listening in on radio exchanges between a driver and their pit crew.
The festive, premium experience included a bar area to discover and taste Peroni Nastro Azzurro 0.0%, musical performances by local DJs, a photo op featuring the official suits of Fernando Alonso and Lance Stroll, and many more first-class activities.
