Title	SILENT DISCO PARTY
Brand	BIRRA PERONI SRL
Product/Service	NASTRO AZZURRO
Category	B07. Use of Ambient Media: Large Scale
Entrant	ADDENDO Rome, ITALY
Idea Creation	ADDENDO Rome, ITALY
Media Placement	ADDENDO Rome, ITALY
Production	ADDENDO Rome, ITALY

Name	Company	Position
Claudia Lubelli	Addendo - creative company of Urban Vision	Account Director
Anna Paterlini	Addendo - creative company of Urban Vision	Account Manager
Sofia Ludovici	Addendo - creative company of Urban Vision	Head of Production
Fabiola Belardinelli	Addendo - creative company of Urban Vision	Producer
Roberto Manieri	Urban Vision	Project and Media Manager
Annalisa Scalcione	Birra Peroni	Media Manager
Sabrina Fontana	Birra Peroni	Nastro Azzurro Marketing Manager
Dario Giulitti	Birra Peroni	Nastro Azzurro Brand Manager
Giulia Quaglia	Birra Peroni	Nastro Azzurro Junior Brand Manager

The Campaign

The Navigli in Milan are the go-to place for young music-lovers in the summer nights of Milan and are often object of criticism for both air and noise pollution, themes to which Millennials are particularly sensitive. We designed an exclusive club able to fight both types of pollution while delivering an unforgettable musical experience and ticking the boxes of the brand’s campaign objectives: a billboard silent disco party able to fight pollution with special fabric called “the Breath” that absorbs polluting particles and overcoming noise pollution with special wireless headphone.

Creative Execution

After about 2 weeks of teaser campaign on social media and online press to build anticipation for the event, the billboard in Ripa di Porta Ticinese 53 which is made of a special fabric called “the Breath” that absorbs polluting particles, was turned into an impressive suspended stage.This exclusive club was the location from which Marco Rissa, guitarist of Italian indie band Thegiornalisti and young Roman producer Swoosh performed for a night. Only a selected group of 300 lucky people attended the event from the street underneath the billboard, using special wireless headphones offered by the brand.

The event and the integrated campaign yieleded the following results: • Over 2 million contacts on the digital channels of the brand • Over 20 print and web articles on generalist and sectorial national newspapers • A selected group of 300 Nastro Azzurro lovers attended the event • That night, we sold 1 Nastro Azzuro beer every 12 seconds • The pollution of over 2,236 cars was absorbed through The Breath

Silent Disco Party is a living paradox. While successfully bringing for the first time sound to a maxi billboard – working around italian adv regulations which prevents it, using wireless headphones - the project basically achieved the ambitious goal of “silencing” an extremely “loud” medium format with music. Also, the Peroni Nastro Azzurro Silent Disco Party was the first live performance within a maxi billboard that could absorb pollution and fight noise pollution.

Insights, Strategy and the Idea

Peroni Nastro Azzurro Billboard Silent Disco Party was the first live performance within a maxi billboard that could absorb pollution and fight noise pollution. In order to reach the target of Millennials and music-lovers, the event took place on a maxi billboard by the Navigli, a go-to place for fun bars and night-outs in Milan. Through its social media channels and online platform the brand selected the participants to the unconventional event, with the aim of reaching out to the true Nastro-lovers and supporting those who are fan-at-heart of Italian talent.