Recruiting members for Peroni’s Trade Loyalty Club

The brief
To reinvent Club Nastro Azzurro - Peroni’s trade loyalty programme – in order to reinforce relationships, incentivise buyers and drive trade sales.

The solution
Revamping the image of Club Nastro Azzurro whilst still reflecting the premium values of the Peroni brand was no easy challenge. Quantum brought the Club up to date with a new mechanic that allowed redemptions to be managed via the Internet and email.

The new loyalty programme also benefited from a redesigned incentive catalogue featuring high-perceived value products that reflected the quality of the Peroni brand. These included iPods, espresso machines and LCD TVs.

Quantum’s creative solution has resulted in increasing the member database by over 20% and increasing the frequency of communication between the brand and key customers.

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