Trouble Maker

Scuderia Ferrari Partnership

Objective

A campaign to launch the next phase in Peroni Nastro Azzurro 0.0%’s era-defining F1 partnership with Scuderia Ferrari. Elevating the race day experience for Tifosi around the world, our new global ATL campaign uses one of the most iconic symbols of F1 Ferrari fandom, the red flare, to bring to life Peroni Nastro Azzurro's brand role releasing the Italian passion within every single fan - so they can live the moment fully, whether they enjoy the race at home, in a bar or at the track.

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Approach

Featuring real Scuderia Ferrari fans to demonstrate our partnership promise to put the Tifosi at the heart of everything we do, our global campaign went live from spring 2024 in key markets around the world, including Italy, Romania, UK, Canada, USA, Singapore, Germany, Sweden and Hungary across Film, Cinema, OOH and social.

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Initial Results:

This made System1's Ad Of The Week, scoring highly amongst F1 fans for the following: