Piazza Aperol

Quantum Marketing Europe

Client: Campari Group UK

With a philosophy of spontaneity, limitless optimism and Italian sociability, the pandemic and consequent absence of bars and international travel presented a plethora of challenges for Campari’s flagship beverage, the Aperol Spritz. To recruit new drinkers, as well as re-recruit lapsed drinkers that may not have had a well made Aperol Spritz in over 2 years, our idea was to create an immersive, integrated brand experience that that taps into the consumers’ desire for instant escapism, whist ultimately driving trial at scale, visibility & consumer engagement, and bartender advocacy. Thus, ‘Piazza Aperol’ was born.

Our stunning flagship terrace concept began as a two-week pop-up in Covent Garden’s main piazza space, bringing an authentic Italian piazza to the UK. Covent Garden was accompanied by Platinum and Gold Accounts, where we had a five month residency in terrace spaces at Manchester, Birmingham, Bournemouth and Central London. We created immersive experiences that connected consumers to Aperol Spritz, with expertly poured serves at our stand up bar, instagrammable branded setups and ad-hoc summer social events. With our outdoor activations achieving admirable results in reach and customer sentiment, we also overlaid additional omni-channel campaigns that reached beyond venues and further spread the reach of Aperol’s orange wave. Our supporting campaigns drove mass trials of the Aperol Spritz, provided an instant escape to Italy at home, and inspired bartenders across the UK to make the perfect Aperol Spritz every time.