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Reading: Experience Summer Cinematic Magic with Peroni Nastro Azzurro’s Immersive Campaign At Hong Kong’s Emperor Cinema
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Marketing In Asia > Blog > Business > Brand Highlights > Experience Summer Cinematic Magic with Peroni Nastro Azzurro’s Immersive Campaign At Hong Kong’s Emperor Cinema
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Experience Summer Cinematic Magic with Peroni Nastro Azzurro’s Immersive Campaign At Hong Kong’s Emperor Cinema

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Last updated: 2023/05/19 at 7:48 PM
haidar bajrai
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Experience Summer Cinematic Magic with Peroni Nastro Azzurro’s Immersive Campaign At Hong Kong's Emperor Cinema
Image source: Campaign Brief Asia
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Italian premium beer brand, Peroni Nastro Azzurro, is joining forces with Dentsu Hong Kong for an exclusive summer takeover at Hong Kong’s renowned Emperor Cinema. The initiative pairs the distinctive taste of Peroni beer with the grandeur of the silver screen, offering an immersive experience to cinemagoers. 

This innovative partnership marks one of the first comprehensive branded dominations of a cinema house in Hong Kong. The campaign will run from 11th May to 2nd August, promising to share Peroni’s signature Italian ethos of “Live Every Moment” with its devotees. 

peroni
Image source: Marketing Interactive

As part of this total immersion, the Emperor Cinema has been aptly renamed “House of PERONI”. In addition, all 183 seat covers have been redesigned, while digital displays, kiosks, and TVCs have been co-opted to drive the campaign’s message. Patrons can also sample their favorite brew at a dedicated tasting booth outside the cinema during weekends. 

house of peroni
Image source: Campaign Brief Asia

Peroni, a brand intrinsically linked with film culture, has often hosted popular events like the “Peroni Sunset Cinema” in Singapore. Recognizing the shared love for cinema among its Hong Kong patrons, Peroni has embarked on this unique endeavor to rejuvenate the brand image ahead of summer. 

Also read: Prerna Mehrotra Ushers In a New Era At Dentsu APAC With Her Expanded Role As Chief Client Officer

“We’re thrilled to make this collaboration a reality,” said Kitty Kwan, associate planning director of Dentsu Hong Kong. “We’re aiming to reinforce Peroni’s brand identity in an engaging environment like a cinema house, while also creating an unforgettable beer tasting experience. Our goal is to enhance summer vibes and position Peroni as a summer essential through this integrated media campaign.” 

This initiative follows Peroni Nastro Azzurro’s previous successful partnerships. Notably, the brand collaborated with local artist Kazy Chan in July last year to unveil its inaugural graffiti wall in Hong Kong, which embodied the vibrant Italian spirit of “living every moment”. 

This vibrant graffiti, an artistic tribute to Southern Italy’s scenic Amalfi Coast, adorns the walls of PMQ, a bustling cultural site in Sheung Wan. Through this, Peroni has crafted an immersive Italian summer experience for the locals, with the artwork encapsulating joyful gatherings and stylish Italian moments. 

This news is sourced from Marketing Interactive.

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TAGGED: Amalfi Coast, beer tasting experience, branded cinema domination, Dentsu Hong Kong, Emperor Cinema, graffiti wall, Italian zest, Live Every Moment, Peroni Nastro Azzurro, summer campaign

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    haidar bajrai May 19, 2023 May 19, 2023
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    By haidar bajrai
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    With a strong sense of compassion and a desire to effect real change, I am a passionate and purpose-driven person committed to having a positive impact on the world. I am inspired by works that present fresh viewpoints and insights. Hence i engage with travelling and participating in outdoor activities to learn more about the world. Exposure to diverse cultures and environments fuels my capacity for creative problem-solving, which also broadens my perspective on life.
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