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Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

Peroni Finds Finland’s Style Ambassador to Represent the Country’s Fashion Clout

31/07/2019
Advertising Agency
Helsinki, Finland
233
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Social media campaign invited fashionistas to put their innovative style forward for the chance to attend London Fashion Week

This summer Premium Italian beer Peroni Nastro Azzurro wanted to raise its brand awareness in Finland and get the brand associated with fashion and style. Its core target group was fashionistas and urban millennials - the true innovators and early adopters.

To prove Peroni’s style credentials, Superson came up with a campaign where the brand launched an open call to Finland’s top fashionistas searching for its first-ever Finnish Style Ambassador. The recruiting method was simple. Tag #PeroniFinland in your most stylish picture on Instagram. The prize: A trip to attend London Fashion Week as well as the illustrious title of Official Peroni Style Ambassador.

The whole concept started to form from the OOTD (outfit of the day) battles that are very popular these days in the social media. The agency somehow wanted to utilise that trend.
The key visuals drew inspiration from the cut-out images that are often seen in Japanese fashion magazines like Popeye.



Because of the hard to reach and very selective target group it was vital for Peroni to be present in exactly the right channels. The wrong media choices would have taken the street cred and the coolness out of this campaign. So Superson hand picked a few up-and-coming stylists and micro-fashion influencers who are followed by other influencers to reach the target audience. They also worked closely with fashion boutiques and streetwear communities of Finland to promote the campaign.

Tuomas Karvonen, creative concept designer and account lead said: "Fashion and style are a passion for our whole team and Peroni is a cool brand, so this was definitely a dream project to work on.

“This was also the first time ever a beer brand in Finland was associated with style and fashion, which was super nice. Usually, here in Finland beer marketing is built around ice hockey and saunas."

The project took place this June and besides two fashion-related events was completely held in the digital world.

Finland’s top fashionistas came out in force to answer the call with over 150 entries, including some of the country’s most known fashion influencers. But once all entries had been reviewed one winner was chosen above all others - @ruutukuningatar.


The brand survey results were amazing, demonstrating an increase in brand awareness by 46% and association with style by 38%.

Credits
Agency / Creative