Peroni encourages Stockholm to “Walk With Us” in first Digital OOH collaboration

Following its recent win with Japanese brewing giant, Asahi International, UK-based agency, Trouble Maker, along with Plexus, launched their first out-of-home (OOH) campaign together for Peroni Nastro Azzurro in Stockholm, Sweden. "Walk With Us" reflects the heart of the brand’s Italian culture.

Peroni’s message focuses on the Italian tradition of "La Passeggiata" – an early evening ritual which Italians routinely take – to walk, connect and socialise.

Live until the 4th October 2020, the contextually relevant campaign will run across roadside Large Format and Street Furniture digital screens after 17:00 (CEST), when audiences will be in the right mindset to consider purchasing Peroni. To ensure the campaign is as impactful as possible, it specifically references Sweden within the creative.

As alcohol advertising on OOH in Sweden isn’t permitted, the campaign creative features the alcohol-free version of the drink.

The campaign was created by Trouble Maker and is facilitated by Plexus, part of the Talon Group. It will run across three large format digital iconic sites and 52 digital Street Furniture screens using Atracta, Clear Channel and Ocean Outdoor’s digital inventory.

Jonny Grum, founder and chief marketing officer at Trouble Maker said: “Bringing in smart, independent, executional partners who shared the Trouble Maker vision was key in delivering the right model of success for Sweden. Ultimately, we needed to drive trial of Peroni Nastro Azzurro through building awareness and consideration through high impact and dwell time channels and by being top of mind at moments of consumption to deliver meaningful results for our clients - sales.”

Tom Perrett, client services director international at Plexus said: “Under challenging global circumstances, it’s been an absolute pleasure to work on this campaign in collaboration with Local Planet and Troublemaker. The campaign was centrally planned and executed, using smart local insight and data to inform placement decisions. This local detailed knowledge & central strategy has been critical in aligning OOH principles & driving consistency across multiple markets.

The activity strikes the right balance between both on-trade and off-trade objectives. Delivering huge impact and stature through outstanding creative, as well as a sales focus via the wider frequency- building formats.

To be involved from brief creation to campaign execution together has been refreshing and a valuable learning process in how collectively we’re able to deliver the best international solutions for Peroni Nastro Azzurro”.