Where Peroni Meets Ferrari
Speed, Style, and Peroni Nastro Azzurro 0.0% – Bringing Ferrari’s F1 Partnership to Life.
The challenge:
Peroni’s partnership with Ferrari is about more than just speed; it's about passion, precision, and Italian culture. We needed to infuse the event with these elements—creating moments that felt as stylish and exhilarating as the sport itself.
By layering in interactive touchpoints, bringing the Tifosi spirit to life, and crafting an atmosphere that blended high-energy racing with effortless Italian flair, we turned a launch event into an unforgettable brand experience.
Our insight:
Peroni’s partnership with Ferrari is about more than just speed; it's about passion, precision, and Italian culture. We needed to infuse the event with these elements—creating moments that felt as stylish and exhilarating as the sport itself.
By layering in interactive touchpoints, bringing the Tifosi spirit to life, and crafting an atmosphere that blended high-energy racing with effortless Italian flair, we turned a launch event into an unforgettable brand experience.
The execution:
The F1 Arcade in St. Paul’s was the ideal venue—an immersive space built for racing fans, where guests could get behind the wheel and experience the thrill of F1 for themselves. But we knew the experience had to go beyond the simulators.
The event needed more. More emotion. More energy. More ways to engage.
So, we gave guests the full Ferrari fan experience:
A personalised piece of the race. A tote bag station let fans customise their own Tifosi-inspired bags with Italian flags, Ferrari F1 cars, and Peroni bottles.
A limited-edition keepsake. Each guest received an exclusive Tifosi Peroni 0.0% bottle—a collector’s item tying Peroni to the passion of Ferrari fandom.
The ultimate icebreaker. We introduced Ping Prix—a fully branded, high-energy F1 racing game that got the entire crowd involved, from press to influencers to hardcore fans.
An inside scoop. F1’s legendary pundit Will Buxton—best known as the voice of Drive to Survive—gave an exclusive 40-minute talk, offering behind-the-scenes stories and personal insights into Ferrari’s world.
In a space filled with industry insiders, die-hard fans, and media heavyweights, we found the common thread: passion for the sport. An immersive experience, interactive moments, and Ferrari storytelling, we turned a one-night event into a lasting brand impression.
The results:
126 guests through the doors, including 15 celebrity attendees and 9 media guests.
630 Peroni Nastro Azzurro 0.0% serves enjoyed, including signature infusions.
123 personalised tote bags and limited-edition Tifosi bottles gifted to guests.
65 simulator races putting guests in the driver’s seat.
137 Piing Prix interactions, bringing the crowd together in high-energy competition.
A live Q&A with F1™ expert Will Buxton, giving guests an exclusive inside track on the sport.
One unforgettable night. An audience fully engaged. And a partnership launch that felt as iconic as the brands behind it.