For years, North Italia has been a growing brand all across the United States, and MOCEAN has been hard at work to increase awareness as their Strategy and Creative AOR.
But every milestone comes with a challenge, and a push into South Florida with new restaurant openings revealed a need to hype up the brand and drive measurable sales for this competitive growth market. Luckily, we knew what to do… and when a global racing event came to town, we got to work.
The Miami Grand Prix is a major event with big impressions for South Florida, and we knew that local and international fans would be hungry for more than automotive entertainment. So, we set up shop at the concurring Racing Fan Fest to show passionate participants what North is all about.
Our mission was to bring the elevated and memorable experience of dining at North Italia to the streets of South Miami, and with months of hard work and preparation, we carried out this plan with real restaurant staff members, handcrafted food and beverages, and a racetrack of our own.
With a 50x50 footprint, MOCEAN built an immersive and buzzworthy experience to remember. Real North Italia staff members were on site to craft and serve unique modern Italian dishes and handmade cocktails, all while bringing their educated expertise to conversations with new and returning consumers. North’s Brand Chef and Director of Culinary was also on site (and broadcasted live online) to host an in-depth demo on crafting North's latest seasonal pizza creation for hungry foodies in the crowd.
Meanwhile, fans could cool off at our sangria-spouting “Vesbar,” emulating the brand’s mission of curating Italian classics with a deliciously modern twist. And of course, the event would not be complete without our very own Grand Prix, featuring a custom race track with branded North Italia and Doordash delivery cars.
With our lead experiential activation, organic social coverage, press media, bounceback offer cards, branded giveaways and live streaming on-site, the fruits of our labor were off to the races… And the impact was resounding.
After catering to all 70,000+ attendees, the South Florida North Italia locations have skyrocketed in every way, shape, and form: We calculated a whopping 400 million PR impressions from the activation with our agency partners b&B, with a 24.7% increase in social viewership, and an 8.7% increase in new guest visits.
The results of this experiential marketing production speak for themselves, and when our clients rev up for the next challenge, we have no plans to pump the breaks.