During the summer we experience unforgettable moments that, more and more often, become experiences to share not only with our closest friends but with an ever-increasing number of potential contacts.

The summer period makes the opportunities to experience exciting moments explode: trips, meetings, activities, events, and concerts. Therefore, the answers to the questions “How does a brand create relevant experiences in a period that is already crowded with events?” and “How to fit into a very rich schedule and make an impact on the heart and mind of the consumer?” are fundamental for every company.

It is about creating relevant experiences that can connect with your audience at a specific time and place. This involves a deep understanding and intertwining of three elements: brand, audience, and environment.

For those of us who deal with experience, understanding the brand not only means understanding its intrinsic values, attributes, and communication territories but also integrating them synergistically with the company’s business needs and the objectives to be achieved.

Regarding the audience, marketing departments know their target very well: socio-demo characteristics, tastes, and trends. But who are they or what do these people become when they attend a beach party, for example? Why are they there at that moment? And what are the memories they want to take home? It is essential to fully understand their emotional needs, their passions, and their interests and, therefore, create coherent experiences.

The third element to study, the environment, refers to the customer Journey to be experienced and the practical-logistical aspects of our event.

These three aspects are an excellent starting point for creating exciting and memorable live experiences. Just to be clear, success does not simply consist of standing out from the crowd but in creating experiences rich in meaning and coherent with the passions of the audience, the values ​​of the brand, and the needs of the business.

I am particularly proud of: UPeritivo at the Temporary Terrazza Martini, an event that took place last July in Milan. A careful analysis of brand, audience, and environment exceeded all the objectives set and was a resounding success with the public.

How does a brand create relevant experiences in a period that is in itself overcrowded with events? How can it fit into a very rich schedule and make an impact on the heart and mind of the consumer?

The Experience

The request of the Bacardi Group was clear: to communicate the Martini brand in a fresh and modern way to a young target through the proposal of the new Martini and Tonic aperitif.

Furthermore, it wants to present the new reference of Vermouth, which is added to the 4 classic Martini: the Martini Fiero.

11 evenings of music, entertainment, and Martini and Tonic in the center of Milan, were the answer to the company’s needs.

The aperitif moment to enjoy with friends, for the occasion was transformed into UPeritivo. That is the unique and unrepeatable opportunity to taste Martini cocktails in an environment in which art, entertainment, technology, and culture meet in an unexpected location. UPeritivo included different experiences. Sipping your drink on a large Ferris wheel, built for the occasion near the Castello Sforzesco. The opportunity to enjoy a series of activities and artistic installations in the outdoor lounge bar, to experience performances with Tilt Brush by Emiliano Ponzi, to read the Aperitif Vocabulary created by Momusso, and to discover the Martini fragrances created by Luca Maffei.
To top it all off, over the weekend this experience was accompanied by a DJ set by Valentina Sartorio, Nora Bee, and Ketty Passa and cocktails prepared by Bruno Vanzan.

A mix of elements that told the Martini world in the heart of Milan.

Some numbers:

5,000 guests

6,000 cocktails

12,000 Ferris wheel rides

650 Tilt Brush experiences

3,500 aperitif dictionaries given away