Monza was off-limits — so we brought the magic of F1 to Milan. DRIVE TO MONZA exceeded every expectation: emotion, visibility and style signed Peroni Nastro Azzurro.
After a standout debut year, Peroni Nastro Azzurro returns to the track with even greater passion. In 2025, alongside Scuderia Ferrari, its goal is to become the most visible brand during Monza GP Week — not just by telling a story, but by making people live it.
1) Engage both fans and lifestyle lovers in a memorable, emotional experience.
Expected attendees: 10,000
Expected UGC: 1,000
2) Strengthen premium positioning by aligning the brand with motorsport as an icon of style
3) Boost awareness and consideration, reinforcing an aspirational image
Total reach: 32M
Views: 52M
4) Maximise visibility and media resonance through highly newsworthy content
Press hits: 60
PR reach: 15M
Organic TV features: 1
The Monza GP was approaching — but Monza was off-limits. The circuit, fully owned by our competitor, shut us out of any activation.
Our bold solution: bring Monza to us, in true Peroni Nastro Azzurro style.
Thus,?DRIVE TO MONZA?was born — turning Milan into the unexpected epicenter of Formula 1. At?Palazzo Reale, overlooking?Piazza Duomo,?The House of Peroni Nastro Azzurro 0.0%?became the stage where sport met lifestyle.
Inside, an immersive experience for drivers, VIPs and media.
Outside,?Charles Leclerc and Lewis Hamilton’s parade, broadcast live on?Sky Sport, ignited a Piazza Duomo packed with Tifosi.
To fuel?FOMO, we played with scarcity and secrecy: only a few details, released exclusively to Sky Sport and selected media.
DRIVE TO MONZA wasn’t just an event. It was a statement. A manifesto. Peroni Nastro Azzurro celebrating Italian passion and style.
