How we achieved 20 million views in under a week, became the most talked about partnership in F1 and sold 1 million bottles in the process
With 300+ Fl sponsors already jostling for attention, our brief was to develop an idea that cut through the noise, and make Peroni Nastro Azzurro 0.0% and Scuderia Ferrari the most talked about brand partnership in Formula 1.
We have a clear role in F1 to fuel the passion of the Scuderia Ferrari fans aka the Tifosi. To announce this we temporally changed the name of Peroni Nastro Azzurro 0.0% to “Tifosi Nastro Azzurro 0.0%” - and launched the backstory of how the drivers were the brains behind it.
Inside the launch video we hid
a series of easter eggs for
fans to discover…
In true “fuel the fans” style, when the news dropped, the Tifosi pointed to where they heard it first…
Local markets launched the partnership with bespoke activations.
In Italy, media were hosted in Maranello, the home of Scuderia Ferrari. A projection also illuminated Il Palazzo dei Congress in Rome at midnight.
In the UK, Drive to Survive’s Will Buxton hosted influencers, media and the UK Tifosi at London’s Formula 1 Arcade.
The launch dominated the sport and lifestyle media in early February 2024, achieving 2.15 billion reach and #1 share of voice across Formula 1 partners. Just as important, the fans loved it: 20.6 million views of the launch film and 1 million sales of ‘Tifosi’ Nastro Azzurro 0.0%.
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