A fun-filled weekend all round! ASG worked with Peroni 0% to bring a superb F1 experience to Belfast City Centre. The event was hosted within Saint Anne's Square and featured a rooftop terrace, a pit stop challenge, a chance to listen to the team radio, samples of Peroni 0% as well as a chance to admire the real F1 AMR 22 car.

The client tasked us with making audiences aware of the event while emphasising the connection with Peroni 0%, so that's exactly what we did!

Our Solution

We created a solution which included written content, video, an Instagram quiz and a post event gallery.

The solution would allow us to show the excitement of the event while clearly demonstrating Peroni's connection to the car. We scheduled the content at key times to encourage steady footfall throughout the weekend long event.

Campaign Elements

An initial launch article was drafted along with proposed artwork of how the event would look. This was placed on Belfast Live and seeded via Facebook, Twitter and Instagram stories.

A day prior to the event we hosted an Instagram quiz to test our reader's F1 general knowledge. This featured 4 questions on F1 and featured a swipe up to the launch article along with key dates and times.

Prior to the event opening to the public we sent down our videographer who shot a short promotional video to the client's brief. From this footage we also created an Instagram reel which was placed on Instagram midday on Saturday.

Post event, we hosted a gallery style article to show people enjoying the experience.

Check out the video here

The results:

  • Combined social reach of over 250k
  • Over 25k engagements
  • Over 12k video views

Client Quote

"The team at Belfast Live played a significant role in ensuring that we successfully drove visitors to ‘Il Pitstop’ so we can’t thank you enough for everything you did to support us. As always you went above and beyond so thank you so much!"

Sasha McKnight - Head of PR, ASG.