Medi-Market's first 360-degree campaign: concept, installations and partnerships
Creative Concept Development, Event Design, Set-up, Edutainment and Engagement Activities, Logistics and On-site Management, Location Scouting and Strategic Partnerships
The client's request
Medi-Market's first consumer campaign: prevention, visibility and drive-to-store across four cities
Medi-Market, a fast-growing parapharmacy chain with a mission to make health and wellbeing accessible to everyone at fair prices, commissioned its first 360-degree consumer activation campaign. Focused on prevention and health, the project aimed to strengthen brand awareness, generate social media visibility, increase in-store footfall and drive solar product sales. The execution, scheduled between late May and early July, called for an original creative concept, location scouting across four cities and the production of bespoke in-store materials.
Smart Eventi's proposal
"Sotto questo sole": Medi-Market's roadshow featuring phygital, edutainment and scientific partnerships
"Sotto questo sole" (“Under the sun”) is the touring roadshow designed and produced by the joint teams of Guru Marketing and Smart Eventi to bring the Medi-Market brand directly to the people of four Italian cities: Milan, Turin, Bologna and Ravenna. We took care of every last detail, from the original creative concept, which centred the concepts of prevention and wellbeing with a deliberately non-alarmist approach, while highlighting the scientific knowledge that makes this brand a reliable go-to resource for everyday health concerns, through to the complete logistical management of staff, facilities, and permits. The physical hubs installed in the piazzas, including the Glass House and the branded Chiosco in Brera, hosted phygital interactions: “social” tables, bike promoters and the Prevention Crossword as an edutainment activity, reminiscent of a beloved summer game. Partnerships with Fondazione ANT, for free dermatological check-ups, and with HeiMI, the leading health-sector influencer profile in Italy with over 1.2 million followers, provided scientific authority and wide-reaching digital amplification.
Achieved results
Twelve days, thousands of contacts and a clear message: the outcome of the summer tour
The "Sotto questo sole" tour achieved its branding and drive-to-store objectives. Across 12 days spread between Milan, Turin, Bologna and Ravenna, the campaign reached an average of 3,000 people per day, generating thousands of direct contacts. Working alongside Fondazione ANT, it turned the subject of skin cancer prevention into an accessible, concrete conversation, firmly rooted in the everyday lives of the people it reached.
Services:
Creative Concept Development, Event Design, Set-up, Edutainment and Engagement Activities, Logistics and On-site Management, Location Scouting and Strategic Partnerships
Aims:
Combining edutainment, phygital interactions and drive-to-store mechanics within a touring format capable of engaging the public on the sensitive topic of skin cancer prevention.
