Peroni Nastro Azzurro brings summer campaign to HK's cinema with Dentsu HK

Italian beer brand Peroni Nastro Azzurro has partnered with Dentsu Hong Kong to take over Hong Kong’s Emperor Cinema this summer to surprise audiences with motion pictures in style with the beer.

Peroni’s takeover is one of the first 360-degree branded cinema house dominations in Hong Kong. Running from 11 May until 2 August, the brand aims to share its “Live Every Moment” Italian zest with its beer lovers.

To help audiences fully emerge, Peroni has renamed the cinema house as “House of PERONI”, rebranded the 183 seat covers with special design. It has also taken over digital displays, kiosks and TVC to amplify its campaign message, and audiences can grab their beers at the tasting booth outside during weekends before the show begins.

As sharing love and passion for movies is always a part of Peroni’s DNA, the brand has long hosted popular outdoor cinema events such as “Peroni Sunset Cinema” in Singapore. Noticing their Hong Kong consumers share the same appetite for film culture, Peroni decided to recreate something that has never been done before in this city to freshen up the brand and prepare for summer.

“We’re excited to make this sponsorship happen. On top of strengthening the brand presence in captive and immersive environment by owning a Cinema House, we also drive a scalable beer tasting experience to build a lasting Peroni impression of Summer Zest with consumers beyond standard media buy. We hope to uplift the summer vibes and position Peroni as summer essentials with this  
integrated media campaign.” said Kitty Kwan, associate planning director of Dentsu Hong Kong.

Don't miss: Peroni Nastro Azzurro partners with local illustrator for graffiti wall in HK

This is not the first creative and localised brand partnerships the beer brand has participated in. Back in July last year, Peroni Nastro Azzurro collaborated with local illustrator Kazy Chan to launch its first graffiti wall in Hong Kong, to bring in the Italian spirit of “live every moment” to the city. Led by dentsu international Hong Kong, the 7.3 x 4.3 meters graffiti wall was designed to visualise the Italian way of living with style and reminiscence artistically the exotic sun and seas of summer travels tainted with Italy’s passion and flair.

The graffiti is an artistic replica of the Amalfi Coast in Southern Italy, the destination known for its Mediterranean landscape and exquisite coastline for lifestyle savvy travellers. The artwork stretches along the wall of Hong Kong’s cultural site, PMQ, in the busiest district in Sheung Wan; not only does it mimicked the summer vacation in Italy by having beach bars, bicycles, and happy gatherings, it captured the voguish Italian moment for audiences and allowed them to experience it meaningfully through pretending to chitchat at the bar or hold the Peroni bottle and toast with the bar tenders.

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