Aperidisco

Aperol’s authentic Italian heritage, a culture celebrated for its food, drink, and social culture, was a ripe territory to unpick and modernise for our campaign and experience across the UK. With the aim of starting a joyful movement that only Aperol could, we built on past activity from previous years, at Bestival and Covent Garden, to drive a new location approach, elevating the experience and achieving growth in scale and advocacy.

We developed a talent strategy that set the direction on the right talent fit for brief and brand. This means we were able to broker talent partnerships with DJs and DJ collectives that elevated the experience with programming that made our brand messaging around “Join the Joy” even more tangible.

Kicking off the summer with an owned event at Battersea Power Station before taking the Aperidisco to British Summer Time and Kendal Calling, the campaign allowed audiences to enjoy aperitivo culture in an alfresco setting across the UK. We didn’t stop there. We took the Aperidisco even further into on-trade environments, with a 4-month takeover of the iconic rooftop bar at the John Lewis, Oxford Street store, where guests could enjoy Aperol Spritz in the summer sun.

The best test of success is to see who talks about your experience beyond your circles and the Aperidisco gained a lot of social traction. We supported the earned buzz and kept the conversation alive via brand social channels. A tactical and varied social campaign was devised leveraging contemporary trends with strategic TAs in order to drive awareness and footfall to each Aperidisco live date. Post-event content was also created to drive advocacy past the IRL experience and generate excitement as the campaign travelled to the next outdoor destination.

The talent selection and music experience made the experience. High energy and feel good sounds mean the content captured helped to drive social buzz and engagement.