Amplify + Aperol create a contemporary take on the original ‘place to be’, the Italo Discoteca…


Few brands have such a distinctive presence, positive energy and contagious sociability as Aperol, and their ‘Join the Joy’ campaign delivers just that. Wherever Aperol shows up, it delivers perfect aperitivos, a slice of Italian heritage and spontaneous fun.

Looking to bring the spontaneous joy of the brand to the UK, delivering perfect serves and grow brand advocacy, Aperol Spritz challenged Amplify to create a summer campaign, with brand experience at the heart of it, that could be amplified by the brand, consumers and beyond.

Insight + Strategy

Aperol’s authentic Italian heritage, a culture celebrated for its food, drink, and social culture, was a ripe territory to unpick and modernise for our campaign and experience across the UK. With the aim of starting a joyful movement that only Aperol could, we built on past activity from previous years, at Bestival and Covent Garden, to drive a new location approach, elevating the experience and achieving growth in scale and advocacy.


Introducing The Aperol Spritz Aperidisco.

A contemporary take on the original ‘place to be’, the Italo Discoteca. A vibrant, outdoor, social destination where guests could drink, socialise, dance and discover a modern twist on iconic Italian culture through a jam-packed programming schedule.

The 2023 Aperidisco was designed as a 360 platform that launched as a vibrant social space, giving Aperol purpose and cultural relevance for the UK audience, growing the brand's position in music and ensuring that the campaign lived beyond the physical activation.

Rolling out 28 live outdoor dates across the UK, spanning from London to the Lake District.
Our vibrant destination was packed with incredible music, delicious bites and unforgettable experiences. From Italo-Disco Yoga to dazzling beauty looks, Aperol Spritz Masterclasses, and a line-up of incredible DJs, every moment was designed to bring consumers joy.

Kicking off the summer with an owned event at Battersea Power Station before taking the Aperidisco to British Summer Time and Kendal Calling, the campaign allowed audiences to enjoy aperitivo culture in an alfresco setting across the UK. We didn’t stop there. We took the Aperidisco even further into on-trade environments, with a 4-month takeover of the iconic rooftop bar at the John Lewis, Oxford Street store, where guests could enjoy Aperol Spritz in the summer sun.

The best test of success is to see who talks about your experience beyond your circles and the Aperidisco gained a lot of social traction. We supported the earned buzz and kept the conversation alive via brand social channels. A tactical and varied social campaign was devised leveraging contemporary trends with strategic TAs in order to drive awareness and footfall to each Aperidisco live date. Post-event content was also created to drive advocacy past the IRL experience and generate excitement as the campaign travelled to the next outdoor destination.