Hong Kong – Global Italian beer brand Peroni Nastro Azzurro in Hong Kong has recently partnered with dentsu to take over the Emperor Cinema for its latest campaign. The cinema house is located in the city’s prime location in Causeway Bay and the campaign’s drive is to allow audiences to enjoy motion pictures in style with beer.
Peroni’s takeover is the first 360-degree branded cinema house domination in Hong Kong. To help audiences fully emerge, Peroni has renamed the cinema house as ‘House of PERONI’, rebranded the 183 seat covers with special design; taking over digital displays, kiosks and TVC. Ultimately, audiences can grab their beers at the tasting booth outside during weekends before the show begins.
Sharing love and passion for movies has always been part of Peroni’s DNA, says the brand. It has long hosted popular outdoor cinema events like ‘Peroni Sunset Cinema’ in Singapore.
According to the brand, they noticed that their Hong Kong consumers share the same appetite for film culture which pushed them to recreate something that has never been done before in the city and 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.
The campaign has started to run from 11 May and will last until 2 August.