How do you get style in a bottle? You call in the surgeons.

Décor in the ultra swanky VIP room

Guests were enticed through an electronic teaser and invitation mechanism - a joint effort on the part of thebrandsurgery'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, "thebrandsurgery 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