GOVT Singapore creates Back with Passion activation for Peroni Nastro Azzurro

Following GOVT Singapore’s appointment as Asahi’s Beer Asia’s Activation Agency on Record for Singapore and Malaysia, the agency is organising a 2-week activation for Peroni Nastro Azzurro 0.0% in conjunction with the return of a key racing event.

Dubbed “Back with Passion”, the event will be held from 16 September to 2 October. It aims to bring back the passion of nightlife and racing, with a lineup of activities right in the heart of Clarke Quay.

At the event, members of the public will be able to join the Peroni Nastro Azzurro 0.0% Unpaused Contest, where they can win a free pint by just sharing their cancelled plans between 2020-2021.

An exclusive food menu will be curated by Chef Woo Wai Leong of Restaurant Ibid, with each dish combining the culinary inspirations of East and West, and best enjoyed with a pint of Peroni Nastro Azzurro/ 0.0%. Plus, there will be performances by local bands and DJs.

The event also honours Peroni Nastro Azzurro 0.0%’s global partnership with the Aston Martin Aramco Cognizant Formula One™️ Team. On the weekend of 30 September, visitors will be able to experience the race with a host of racing simulators, with prizes to be won.

Kinyi Choo, Managing Director, Asia at Asahi International, said: “With two years having passed since the last Singapore Grand Prix, we are delighted that through our partnership with the Aston Martin Aramco Cognizant Formula One™️ Team, we are bringing a truly unique experience to Singapore. This is about demonstrating the passion that we both share and creating unique moments that elevate experiences for our consumers, even if you aren’t physically at the track.”

In addition, GOVT Singapore will also be developing plans to activate the Asahi and Peroni brands in Singapore and Malaysia in the near future.

Alvina Seah, GOVT Singapore, Managing Director, said: “It’s great to have brand activation work back in full swing. It’s always been a passion of ours, to connect people with brands via immersive brand experiences. And this event with Peroni Nastro Azzurro 0.0% is a great way to get going again. We’re grateful for the opportunity to bring the roar and excitement of racing back to Clarke Quay.”

The appointment by Asahi Beer Asia follows the agency’s recent foray of also working with Samsung Electronics Singapore on a project basis, to launch their new generation of foldable phones.

The business wins follows the growth of the agency, which currently stands at 50 team members. Earlier this year, the agency also announced the appointment of new creative leaders within.