A popular sports bar in Pretoria was transformed into a chic Italian café for a night of fashion, elegance and style. The paparazzi were out in full force as thebrandsurgery conceptualised, and co-ordinated the Style in a Bottle event further reinforcing awareness of the extrinsic qualities of Peroni Nastro Azzurro.
 Décor in the ultra swanky VIP room |
Guests were enticed through an electronic teaser and invitation mechanism - a joint effort on the part of the
brandsurgery's interactiv'ists [multi-media communication specialists] and execution'ists [visual communication specialists]. Bella, a fictional character created for the event, was exploring Rome, writing postcards about her travels. Two teaser emails, or postcards from Bella, were sent a few days apart: snapshots she had taken of the places she encountered; all things encapsulating flair, elegance, fashion and passion. The first postcard questioned, "How do you find style?" The second answered, "You look for inspiration." Bella was clearly missing everyone - and wished they were sharing in the elegance. She wanted to lure invited guests, through an electronic Flash invitation, to the city of Peroni, to experience "Style in a bottle".
Upon arrival guests were given a final postcard from Bella with the words "I'm waiting for you at the bar..." This served as a competition mechanism. With every purchase of Peroni, guests received a stamp on their postcard: four stamps on the postcard meant they could select a bottle from Peroni's Style Fridge. Prizes included a pair of diamond earrings from Ernest G, one of four pairs of Emporio Armani sunglasses from Safilo, one of six Versace Collection shirts from Nuance, as well as Peroni merchandise.
Popular DJ Danger Boy played eclectic contemporary laidback beats as the fashion show began. Guests watched mesmerized as the stunning girls and guys from star models interacted with the new Alfa Spider - strutting their stuff in iconic fashion labels such as Emporio Armani, Dolce & Gabbanna, True Religion jeans and Versace to mention just a few. Guests partied into the early hours; one guest stated, "It's like being at a Jo'burg party - just in Pretoria! Finally some glamour!" The highest praise, however, came from the client, "the
brandsurgery hosted what we consider one of the most chic fashion shows and after-parties yet."
 Guests dancing the night away |  Star Models on the red carpet |  Interactive teaser campaign elements |
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Is the life of your brand hanging by a thread, weak, listless or simply not performing? If the prognosis requires resurrection, augmentation, face-lift or rebirth, consider thebrandsurgery. As a multi-discipline media and channel independent brand communication agency, we specialise in the planning, integration and implementation of strategic marketing and brand promotion.- more....