The Panerai Take-Over at Ascaro was a two-week event combining luxury and sport aiming to build brand awareness and attract potential clients. The experience was crafted to communicate the brand's values effectively and create a lasting impression.
Planning Phase
The planning phase involved identifying the most effective strategy for representing Panerai and highlighting its brand within a sporting environment. Key tasks included selecting suitable locations, identifying branding opportunities, and developing an execution timeline.
Venue Transformation
The venue at Ascaro was transformed to reflect Panerai's style:
Branded Elements: A branded pool featured Panerai’s logo, while the bar showcased a "Panerai wave" design.
Visual Installations: A large banner above the Nymans Ur court ensured Panerai's visibility throughout the event.
Customer Engagement: QR codes were strategically placed throughout the venue, encouraging visitors to sign up for Panerai's newsletter and fostering connections with potential clients.
Marketing and Promotion
Social Media and Newsletters: Targeted social media activities and distributed newsletters generated excitement and attracted attendees, effectively reaching a broad audience.
On-Site Promotion: Flyers and stickers with QR codes were used to encourage engagement and direct foot traffic to Panerai’s boutique.
Strengthening Brand Presence
The activation highlighted Panerai's unique combination of luxury and sport, capturing attention and enhancing brand loyalty through engaging and memorable experiences.
Conclusion
The Panerai Take-Over at Ascaro effectively combined the brand with a sporting event, successfully meeting key performance targets and surpassing engagement expectations. Careful planning, strategic marketing, and a focus on customer relationships boosted Panerai's visibility and impact in the luxury watch industry.
