Tom Evans Mook Case study: Peroni Nastro Azzuro

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Tom EvansMookCase studyPeroni Nastro Azzuro
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Today

• Brief
• Strategy
• Solution
• iModa podcast
• Results
• Where next?

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Brief

• Identify Peroni with Italian style amongst
• young trendsetters
• Stand out from other beer brands online
• Build a long-term dialogue with target audience
• Encourage peer referral and create PR buzz around
  the brand

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Strategy

• Insight consumers wont visit a website unless
• The content has real value e.g the site is
  useful, informative or entertaining
• The site experience itself is compelling or just
  plain cool
• Strategic task
• Create an experience that is compelling in its
  own right
• Express the values of Italian style
• Create something editorially rich and at the
  leading edge of technology
• Fit seamlessly into the overall communications
  strategy
• Make the most of the unique peer networking and
  data capture power of the digital channel.

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Solution

• A beautiful site experience
• La Dolce Vita time-slice sequences
• 3D typographic scene
• Truly compelling content around Italian style
• iModa monthly podcast interviews
• Directory
• Competitions
• Heritage
• Cognoscenti exclusive events
• Launch

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iModa podcast

• Style icons and celebrities talk about themselves
  and their definition of style
• Reason to visit the site and keep returning
• Incentive for registration and data capture
• Content related to the brands positioning NOT
  the product
• Anita Ekberg
• Nancy DellOllio
• Franz Ferdinand
• Alessi
• Vivia Ferragamo

• Coming up
• Aldo Zilli
• Gian Luca Vialli

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Results

• Sales increase of 139 on last year
• High site traffic since April launch
• High percentage of users subscribe to podcast
• Significant PR impact
• Coverage in MediaGuardian, The Times, Daily
  Express

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Press

• Highlights include
• Media Guardian article Dell'Olio talks fashion
  on lager podcast
• New Media Age article Peroni to run Nancy
  Dell-Olio podcast
• Marketing Week Campaign of the Month
• The Times Podcast of the Week
• Digit magazine Italian Inspiration
• .NET magazine Evolution

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Where next?

• Continue with great editorial
• Add more 3D scenes
• Enhance site to enable
• Deep linking
• SEO/SEM
• Peer referral
• Drive traffic with
• Online and traditional advertising
• CRM
• Viral
• Sponsorship and advertorial