Peroni and dentsu take over Emperor Cinema in Hong Kong to launch ‘House of PERONI’ experience
The most exotic season is just around the corner, and the no.1 global Italian beer brand Peroni Nastro Azzurro continues to surprise Hong Kong with excitements that shares its “Live Every Moment” Italian zest with its beer lovers.
Knowing their consumers are active culture explorers and lifestyle seekers, Peroni partners with dentsu to take over the Emperor Cinema in Hong Kong’s prime location, Causeway Bay from the 11th of May to the 2nd of August, a pioneer in the market to take over a cinema and help audiences enjoy motion pictures in style with beer.
Peroni’s takeover is the first 360-degree branded cinema house domination in Hong Kong. To help audiences fully emerge, Peroni has renamed the cinema house as “House of PERONI”, rebranded the 183 seat covers with special design; taking over digital displays, kiosks and TVC, and audiences can grab their beers at the tasting booth outside during weekends before the show begins.
Perhaps to Hong Kong’s surprise, sharing love and passion for movies is always a part of Peroni’s DNA. They have long hosted popular outdoor cinema events like “Peroni Sunset Cinema” in Singapore. Noticing their Hong Kong consumers share the same appetite for film culture, Peroni decided to recreate something that has never been done before in this city to freshen up the brand and prepare for summer.
Kitty Kwan, Associate Planning Director of dentsu Hong Kong, said: “We’re excited to make this sponsorship happen. On top of strengthening the brand presence in captive and immersive environment by owning a Cinema House, we also drive a scalable beer tasting experience to build a lasting Peroni impression of Summer Zest with consumers beyond standard media buy. We hope to uplift the summer vibes and position Peroni as summer essentials with this integrated media campaign.”
Asahi Beer Asia
Cynthia Mak, Marketing Manager
dentsu Hong Kong
Polly Ip, Business Director
Kitty Kwan, Associate Planning Director
Nicole Wong, Media Planner
Isabella Suen, Associate Buying Director
Holiday Luk, Media Buyer