Peroni Nastro Azzurro 0.0% x Scuderia Ferrari
#1 Sponsor Share of Voice
82% pull through brand assets
8% (Italy) and 7% increase (UK) in search terms vs. Heineken (MoM)
1M Sales of 'Tifosi' Nastro Azzurro
+88% YoY PNA 0.0% volume growth
Challenge
Become the most talked about brand partnership in F1 for the 2024 season. But there are over 300 sponsors in Formula 1, all competing to be associated with speed, technical excellence and precision engineering - and as the title sponsor, Heinekin dominate the sport for beer. To drive fame and engage fans, we needed to stand for something much more powerful.
Approach
There is no passion like Italian passion. While F1 fans tend to support individual drivers over teams, the same can't be said of the mighty Tifosi - the biggest, loudest and most global supporters in the world. Devoted to Ferrari, they epitomise Italian passion - no matter where you find them - and over 300m of them are regular beer drinkers.
We didn't just want to be another team sponsor on the grid. Rather than be 'the official beer of Ferrari', we wanted to become known as 'the official beer of the Tifosi' - carving a unique and authentic space for ourselves in the world of F1, and becoming synonymous with the same Italian passion found in every bottle of Peroni 0.0%.
We leant hard into the fandom - creating digital-first entertainment rather than advertising, infused with easter eggs and leaning into the quirks and character of how the Tifosi behave to prove at every touchpoint we were worthy of them.
Global Launch - 'The Brake In'
Over the winter break, fans are starved of F1 content and desperately combing social media for clues and hints of whats to come. We used this behaviour to whip fans into a frenzy when 2024 limited edition bottles of 'Tifosi Nastro Azzurro' were launched with a brewery heist featuring their heroes, the drivers, in a way they'd never seen them before.
Social and PR assets were littered with easter eggs to drive fan engagement and create conditions for conversation and speculation - resulting in a genuinely viral global campaign with engagement exceeding 86% of posts on Formula 1’s Instagram page
Global Campaign
Our global campaign used one of the most iconic symbols of Ferrari fandom, the red flare, to symbolise the Italian passion
within every fan, and every bottle of Peroni Nastro Azzurro 0.0%.
System 1 - Ad of the Week
Star Rating 5.3 - Exceptional (category benchmark 2.3)
Spike Rating 1.44 - Exceptional (category benchmark 1.15)
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