Activation of Peroni’s style credentials
To establish Peroni’s status amongst 24 to 30-year olds, Peroni partnered with the NZ Polo Open, arguably one of the most prestigious and stylish summer occasions in the sporting calendar. Knowing that successful sponsorships are so much more than signage at an event, we set out to reach beyond the ordinary and integrate Peroni into the worlds of sport and style completely.
The Polo was a vibrant day with Peroni visible through a public lawn bar, VIP area, and for the first time, it’s very own Team Peroni in play on the day.
Bringing a local lens to the global Beauty of Style campaign, we facilitated a partnership with rising fashion star Samuel Hickey, founder of men’s clothing subscription company Asuwere. Samuel designed bespoke shirts for Team Peroni that brought Peroni’s heritage and blue ribbon design to life while growing Peroni’s visibility with fashion audiences. To tell this story, we coordinated and shot local content of Samuel and the shirts, which resulted in strong media coverage on Denizen and Viva online ahead of the event. This content also provided both Peroni and Sam with strong social assets that they could use to amplify this successful collaboration.
Extending the Peroni at the Polo story, the branded content we created for media pitching and social channels enabled us to secure coverage in several publications including Remix online, Urban List and the Weekend Herald.
Our content team captured a pre-polo influencer immersion day, a Team Peroni training session, and full event photography and videography on the day of the Polo. Our stellar team and top freelancers banded together to produce some gorgeous shots that amplified the Polo experience well beyond the event.
Any large brand can be a sponsor, but to tell a brand’s story and make it a memorable collaboration is where our expertise came in. Our involvement with the Samuel Hickey collaboration, managing the guest list, hosting, pitching, social media and everything in between built a premium, aligned campaign to build on in years to come.
Our messaging stayed consistent throughout media and social coverage – among the media coverage generated, 37.7% of key messaging focussed on the Peroni Long Lunch, and 24.5% centred around the Beauty of Style pillar.
Peroni at the Polo successfully built brand awareness and aligned Peroni not only with the Polo but with friends of Peroni and aligned media personalities. A great day for those in attendance and a positive storytelling piece for those who weren’t – this was a carefully planned and well-executed campaign that we look forward to doing all over again next year.