Formula 1 has become one of the most commercially activated sports globally, with the number of sponsors rapidly increasing during the past two years alone. This level of saturation presents a challenge and risk for brands seeking to build meaningful connections with its fanbase.
Recognising this challenge, Peroni Nastro Azzurro 0.0% in their new partnership with Scuderia Ferrari HP sought to become not just the Official Beer of the team, but the Official Beer (and Champion) of the Tifosi.
A new fan-first partnership strategy and creative platform was conceived, placing fans at the heart of every communication and activation of the partnership, starting with the launch moment.
In an unprecedented renaming of the product to Tifosi Nastro Azzurro 0.0%, each part of the launch was designed to celebrate and champion the beloved Tifosi, including:
- Tifosi Nastro Azzurro 0.0% limited edition product gifting, including special deliveries direct to Official Ferrari Fan Clubs globally
- 60” heist film featuring the fans’ heroes – the drivers – breaking in to the PNA factory to replace bottle labels to Tifosi Nastro Azzurro 0.0%
- Press assets featuring ‘easter eggs’ to generate hype and conversation amongst fans and the media
The reach, engagement and most importantly – sentiment expressed by the fans – evidenced the power of a fan-first launch activation and overall partnership.
