To break the classic mold of pharmaceutical scientific communication, A.Menarini Diagnostics chose FRI Communication to launch a new glucometer. The format, devised and produced by FRI, aimed to create an innovative, simple, and easy strategy, based on the visual architecture of the message and the iconographic cognitive factor. An event was our starting point to transfer the essence of the brand: the interaction between tool and people, making possible the experiential involvement of participants.
The claim “Multitasking Experience”, summed up both a characteristic of the product and the real comfort for the patient: doing multiple tasks together. Using a minimal graphics that recalled linearity, clearness and the refined taste of the product, a branding strategy based on an innovative concept for the target audience was born. Modern graphics icons of great impact, engaging claims and others means to support communication, as the “memory” game, encouraged the participation of the people.
The campaign has been very successful in terms of communication, customer loyalty and sell-out.
Agency: FRI Communication – Italy