Birra Peroni: Inter and Milan, together with passion and fair play.

Objective

I was tasked to promote the partnership between Birra Peroni and two historic Italians football clubs, Internazionale Milano and AC Milan. The brand chose football because it supported the values of close-knit community in sport, as well as moments of happiness and enthusiasm.

Solution

I developed a campaign called ‘Il Gioco del Calcio’ (Football Game) which aimed at boosting consumer engagements as well as sharing information with fans about the two historic football clubs. The campaign consisted of a series of quizzes that allowed the focus target to test their knowledge of football and beer in an entertaining way.

To help generate interest, all quiz takers were entered to win 20 beer boxes and the grand prize of two UEFA Champions League tickets.

The initiative made an impact across various media platforms including print and digital, allowed the growth of the customer database and increased Peroni brand awareness as well as its visibility.