Franz&René and OFAC always have the pharmacy at hand with Abilis
The Swiss Pharmacists' Professional Association (OFAC) has launched Abilis. The online service offers simplified access to the services of nearly 800 Swiss pharmacies. To mark the launch, Franz&René designed a predominantly digital 360-degree campaign.
Does e-health mean a dehumanization of the sector in favour of algorithms? Not at all. Pharmacists will continue to support their customers - perhaps even better. For the branding phase of Abilis, the customer benefit is symbolized in three commercials and three visuals that show the pharmacist and his customers at eye level.
Digital functions
The list of functions offered by the online service, such as renewing treatments with a simple click, round-the-clock access to your own health record and ordering products at home, is long and constantly evolving. In addition to the branding visuals, seven subjects that address the functionalities of Abilis were developed in a performance-oriented graphic design and distributed on the social networks Facebook and Instagram. The whole thing is again set to music in the form of a video on the landing page.
Multiple variations
The two-stage campaign with branding and performance was also developed for IAB banners, posters in pharmacies, print advertisements, POS and e-mailing. The visuals and illustrations provide a consistent brand identity that has a strong connection to the logo and stands out from the usual market codes.
Responsible at OFAC: Frédéric Briguet (Marketing Director), Carlos Sanchez (Communications Manager), Claire Armeli (Marketing & Communications Manager). Responsible at Franz&René: Valérie Pecalvel (Strategic Direction), Luciano Gerber (Client Service Direction), Vincent Eichenberger (Directeur de clientèle & spécialiste digital), Tatiana Python (Conseillère), Yoann Cosson (Creative Director), Gianluca Terzini (Art Director), Aline Windler (Graphic Designer), Sven Jungo (Graphic Designer). Responsible at MediaMix: Henri Tripet, Clarisse Kouby (media strategy). Responsible at Federal Studio: Régis Golay, Rita Garro (photography & production). Responsible for two-dog: Mike Raths, Jonas Meier (Film). Motion Design: Loïs Rouge.
