When a lull nature in pharmacy advertising ended, Proxim suddenly faced the need to revamp its message and show what made it different. It was a whole new battle, not over brand supremacy like before but over who would be crowned “the local favourite.”
Consumers were looking for the best quality service, selection, and overall trustworthiness. Simply existing was not enough to sell in this new market. To drive home the idea of familiarity and understanding and lend credence to what we were saying, we brought two well-known figures on board who had irresistible appeal for the target audience, Paolo Noël and Béatrice Picard. The use of celebrities made the interaction a little more fun and surprising for consumers.
The plan was to create an emotional link with the messages using entertainment shows, family gatherings, and social topics. Proxim was there when the audience was both well represented and captivated. TV became an engagement zone that ensured greater impact for both messages.
This campaign shattered every industry standard in terms of credibility, positive reception, and differentiation in a highly competitive environment.
