Aperol Together We Can Cheer

A phygital and omnichannel project where the interconnection and synergy between digital and physical consumer engagement dynamics created unique and memorable consumer experiences. Consumers became physically central once again through activations that reinforced and added value to the concept of the ‘cheer,’ a symbol of sharing and a universal gesture of socialization and connection.

‍

APEROL TOGETHER WE CAN CHEER PHYGITAL ACTIVATION

From digital to live, unique experiences came to life, placing consumers at the center—connected yet socially distanced—while digital and physical elements worked seamlessly together. The project reached its pinnacle during the three-day events in Bari and Palermo, featuring iconic, large-scale interactive installations with consumers at the heart of the experience.

By purchasing Aperol Spritz through any of the activated channels (e-commerce, supermarkets, or local touchpoints), consumers received an Aperol NFC bracelet and could take part in the installations:

• The spectacular Aperol Ferris Wheel, hosting the most unique collective karaoke ever, 32 meters high: 24 connected cabins functioning like a live remote concert, with karaoke projected onto the Ferris wheel.
• The Aperol Cheer Machine, an innovative photocall where consumers created real-time videos of their toast, joining the world’s longest chain of cheers.
• The Aperol Swings, special musical swings that activated a different instrument with each motion, allowing participants to play together simply through their own “swing.”

Three high-impact, innovative installations with advanced technology, where consumers could enjoy instant, one-of-a-kind interactions through NFC and receive real-time photos and videos generated by custom-designed software.

‍

APEROL TOGETHER WE CAN CHEER OMNICHANNEL ACTIVATION

Aperol Together We Can Cheer is Campari Group’s first omnichannel project and it was led by 2night as the main agency coordinating a network of specialized partners across all channels. The different channels—digital, off-trade, e-commerce, on-trade, and events—were interconnected, strengthening the emotional bond with consumers and fully activating the creative platform.

‍

The TWCC platform was experienced:

• Digitally, through the infinite chain of cheers;
• On tour, in 450 venues and districts across 4 Italian cities, bringing the Together We Can Cheer concept to life with unique interactive installations and scenographic, participatory urban elements;
• In over 100 hypermarkets, supermarkets, and e-commerce, where purchasing Aperol allowed participation in the longest digital toast of the summer and access to local events.

‍