Peroni calendar comes to life
Premium beer brand, Peroni places a video ad in a newspaper-inserted magazine (NIMs).
In an Australian media first, the premium Italian beer’s 1960s Calendario TV commercial will appear on credit card sized video screens in The Age’s Melbourne Magazine and The Sydney Morning Herald’s Sydney Magazine. The reader has the choice of flicking between two commercials.
The one-off campaign, which stretches across print and online, cost $250,000 and is a collaboration between Peroni, Fairfax Media and media agency Ikon. The TVC was produced overseas.
Fairfax Media creative manager Zac Skulander said the use of the technology for stand-alone direct marketing was nothing new.
“I've seen it used overseas before but not in magazines, so that was an innovation. When Ikon came to us with the brief to bring the calendar to life, it was a natural fit.”
Peroni marketing manager Jenny Carey said: “Peroni equals Italy and Italy equals style. This is a perfect way for us to showcase our brand to discerning consumers who have moved on from more conventional media.”
Ikon communications manager Philip Bingemann added that the video was a way for Peroni to reach its "core audience", the more upmarket beer drinker.
"Peroni have always had amazing content. The problem is that their core audience has traditionally been extremely hard to target, especially with video content."
The credit card-sized video is inserted in the magazines before the regular 'Calendar' page. Readers can choose between two commercials to watch.
“The calendar is one of our most visited pages in the magazines,” Skulander said. “It makes sense.”
June 2011