What could be more Italian than watching an award-winning film under the stars - complete with crisp Peroni beer, an Italian-inspired meal, and Aperitivo?
That’s exactly what attendees of Cinema Peroni, a unique al fresco cinematic experience executed for Pead client Peroni Nastro Azzurro in partnership with Only Events, got to experience. Held in Britomart’s Takutai Square, the event comprised a screening of Happy As Lazzaro, three course meal by Amano, and plenty of chilled Peroni and Peroni cocktails. Salute!
Over five years, we've built Cinema Peroni to become one of the most anticipated events on Auckland’s social calendar. In a first ever, we sold tickets to the public, with a free-to-attend Aperitivo Hour. Of course, this included a complimentary sampling of the new Peroni Libera 0.0% beer.
Our action was to generate outstanding PR and social results for Peroni’s hero activation. Using creative content, we produced campaign assets from scratch, including street and digital posters, physical invites and social media posts – and used these across traditional PR and owned social channels.
Beyond content, we curated a list of Auckland’s leading creative personalities, media and people of influence to attend a private preview of the event, generating elevated social content of the experience in real time.
The results were bellissima – within 24 hours of launching, we’d sold 100% of our first ticket allocation. Anticipation for the event was high due to the 255 total pieces of coverage generated, including 29 pieces of PR coverage in titles such as Viva, Urban List, and Concrete Playground, and 226 pieces of social coverage.
Across all owned and earned channels, we hit an impressive reach of 5.8 million – not to mention the foot traffic of 57,000 visiting Britomart during the activation and 1,560 people who enjoyed a refreshing Peroni Libera 0.0%.
When it comes to executing an owned event, consistency, strong creative assets, and a tight PR and digital strategy is key – and this one is an excellent example. Molto bene!