XLS MEDICAL PRO-7
Industry /
Healthcare & Pharma
Out of Home advertising that transforms space into an enabler of change.
BRIEF
For the market launch of Perrigo’s new entry, XLS Pro-7, a noise-making activity is needed. The goal is to give visibility to the product through an unconventional and out-of-the-box idea that increases brand awareness and intercepts the target audience: women. To give the right boost to the media plan, we focused on an ambient marketing strategy where creativity leveraged the environment to generate a positive reflection on health.
SOLUTION
Inspired by the XLS Medical mantra, we focused on the concepts of motivation and willpower. Through a large domination set up in the metro stations of Rome (Cipro) and Naples (Toledo), we involved users in the #Pro7Challenge, the online and on-field activation that revolves around seven well-being challenges. Impactful advertising, punctuated by direct and persuasive calls to action, urges consumers to give up the escalators and take the stairs, because even simple everyday gestures can make a difference.
THE TARGET IS INTERCEPTED AT THE EXIT OF THE WAGONS AND LED ON A DYNAMIC AND ENGAGING PATH.
To give maximum impetus to the concept, we have devised a 4-phase path that accompanies the user into the XLS Medical universe and then straight to the first challenge.
THE VISUAL IDENTITY THAT TAKES UP AND EVOLVES THE KEY ELEMENTS OF THE BRAND.
We have taken up distinctive elements of the brand’s visual identity to create a common thread between the installations that make up the installation. Starting from the new product campaign, we have used the graduated ruler – the leitmotif of XLS Medical communication – as a connecting element between corner installations, mupi and banners, accompanying users from the beginning to the end of the experience. With the wavy arrow, instead, we have highlighted the Qr code element that converts the experience from real to digital.
WEB DESIGN & UX: ENGAGEMENT CONTINUES ONLINE.
To complete the activation, adopting a multi-channel approach, we have inserted a call to action with “drive to store” purposes. On all posters, a Qr code pointed to the landing page developed specifically for the campaign. Through a gamification activity, users were randomly assigned one of the seven challenges in the program. The small tests of willpower range from nutrition to active mobility, from meditation to remedies against stress and sedentary lifestyle. Store locator functionality and an advantageous promo then teleported the target to the pharmacy.
IMPACT
14
Days on air
140 mt
of advertising
125.000+
Reached contacts
TEAM
Managing Directors
Silvia Bianchini, Marco Venuti
Creative Directors
Sofia Francesca Miccichè, Jonathan Pannacciò
Senior Art Director & Ux designer
Flavio Milazzo
Graphic Designer
Annalisa Femiano
Video Editor & Motion Designer
Bartosz Druszcz
Photographers
Manuela Montella, Matteo Della Porta
Videomakers
Roberto Magnanini, Vincenzo Russo
Web development
Kromin
WHAT WE DID
Concept
Art direction
Copywriting
UX & Web design
Audience Activation
Project management
Media planning
Video editing
Backstage
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