Red Apple International & Safety: together for a valuable Digital project
Bring Safety, and its brand Prontex, in the digital world has meant being able to convey its history, values and skills through communication channels never experienced before. Safety in fact, by clear strategic and market choice, has always had as its sole referent the Italian Pharmacy and, consequently, the Pharmacist. The evolution of the industry, however, has led the company to want to enter into a direct relationship with the end consumer, in order to nurture a relationship of loyalty and trust with them.
Therefore, the biggest obstacle to be faced was to be able to keep the brand from losing the credibility it had gained over time and, at the same time, achieve new markets e new prospects. And we enthusiastically accepted this new and exciting challenge!
The Digital Strategy Project for Prontex
The health emergency situation, resulting in the inability to physically go to stores, has made the importance of having a digital communication effective, spreading brand values and increasing user loyalty. This step, for Safety and the brand Prontex, had a twofold significance: in addition to demonstrating the willingness to continuously innovate and to be at the side of its reference partner - the Italian Pharmacy - in a simple and smart way, it was also a way to communicate directly with an audience that until then was reached only indirectly, the end consumer.
Today, thanks to the communication project created for Safety and Prontex, the company and the brand not only have the opportunity to consolidate authority and value gained over time and increase their visibility, but they can also keep alive the link with the Pharmacy, a reference partner since 1970, and simultaneously nurture the Building a trusting relationship with consumers.
Let's look together at the main activities we have synergistically implemented to ensure the effectiveness of the digital strategy project for Prontex And achieve the identified goals:
- prontex.it website restyling, in order to make it more usable for users, with implementation of the Blog section in which to publish monthly informative articles on how to lead a wellness-oriented lifestyle;
- creation of social pages dedicated (LinkedIn for Safety, Facebook and Instagram for Prontex) and publishing posts complete with copy and visuals optimized for the target channel;
- Landing page design and development of in-depth coverage of the main Prontex-branded product lines, including a geolocation system which allows the user to find the nearest Pharmacy in which to purchase Prontex products;
- Newsletter design, development and delivery to customers and prospects of the Prontex brand with landing on Landing Pages;
- drafting Press Releases, by our Press Office, to be conveyed to online media.
Prontex video spot campaign
We started from a need: realize new valuable content, related to the most relevant product lines for the brand, to consolidate the brand positioning by feeding the different communication tools identified. It was imperative that this content be original, suitable for dissemination on digital channels, different from competitors and engaging for the target audience.
At the same time, since Prontex belongs to the medical sector, we had to pay attention to the limitations imposed by the Ministry of Health regarding the dissemination of medical-related content on Social. An additional difficulty that led us to have to find alternative ways to talk about the benefits of the product and situations in which to use it without ever mentioning its name or brand name.
Hence the idea: create some multi-subject video spots, short and explanatory, where Prontex products are dropped within different situations, becoming the ready solution to everyday problems that all Italian families can identify with.
This is the reason why we chose to represent in our commercials, a Particularly welfare-conscious household and composed of mom, dad, three children and a grandmother; this type of family is ideal for bringing out the benefits of Prontex products and covers all the targets of the identified product lines. The realization of "spot", which make direct reference to the typical carousels of the 1970s, is instead strategic to create a sense of continuity among all the situations depicted and to showcase Prontex products as the most natural and appropriate solution to meet the different needs of family members. In fact, the product is shown exclusively at the end of a short story of family life, and emerges as the perfect solution to turn to in order to take care of oneself and the well-being of loved ones.
Insectorpellents, satururimeter, blood pressure monitor and thermometer: the four subjects
The four video spots, each centering on a different product line, are the focus of the digital campaign created for Prontex and you can find them being published from now until November 2021 on social channels Safety and Prontex, on the Landing Page and on the new site prontex.com (online soon).
The first video, dedicated to the Max Defense Insect Repellents, is online and visible here: discover our family's first adventure now!
The protagonist is Emma, a "superheroine" against mosquitoes and insects.
The second video, about the Pulse02 Saturimeter, is published here: protagonists are Anna and Andrea - "our" mom and dad - and the saturation meter, a small and functional ally that will save their evening. Find out how!
Upcoming spots are waiting for you on Safety, Prontex and Red Apple International social channels-follow us so you don't miss a single adventure of our family!
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Red Apple International Ltd.
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C.F. and P.I. 03621960131
Cap. Soc. € 40,000.00
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