IPRN Projects
Case Studies
According to data from WHO (World Health Organization), by 2050, 2 billion
people of the world’s population is expected to be over 60 years old. Of
this total, 3.2 million will be centenarians, at which time the elderly will
outnumber children and young people under 15 years of age. From such a
perspective, the international awareness project #noagecampaign was born,
launched by Just Happy Days, in partnership with a Portuguese university
– University of Porto – and IPRN, having just been launched on social networks
and spread internationally to media outlets around the world. The
campaign sees the participation of eight professionals, between the ages of 46
and 76, who embody the entire story. It also saw the collaboration of 18 Porto
University students from eight countries, interviewed by a psychologist from the
university’s Faculty of Psychology, firstly giving their vision on aging, and
subsequently analysing the images of the eight protagonists. Just Happy Days’
#noagecampaign project aims at raising awareness amid
generations younger to this issue, encouraging a transgenerational discussion
supported by real cases.Euromedia Comunicación/Alana Consultores designed and developed for AEHVE (Alliance for the Elimination of Viral Hepatitis in Spain) a campaign about hepatitis C based on the famous Spanish actor Carmelo Gómez’s life. The main supports were a spot called “Give hepatitis C a happy ending” for its screening in cinemas and a “making off”. More than 130 publications were obtained in media with an SPV of more than 400.000 €, in the most important national media, and in MovieDis a 54% audience share and 50 million viewers. More than one million quality impressions on social media.
To combat detrimental anti-air ambulance legislation making its way through Congress, the Air Medical Company wanted to reach consumers, especially those in rural areas, to remind them of the important role air medical services play in their lives and prompt them to preserve access to this valuable service. JPA implemented a comprehensive campaign, complete with earned and paid media tactics, to inform people about the unintended consequences of this legislation.
Biodiversity is critical for safeguarding global food security. Food brands are expected to take action and to fostering biodiversity and supporting farmers. Barilla’s iconic brand Mulino Bianco wants to be a part of the solution and in 2019 relaunched its commitment to a clean and nature-friendly agriculture with “La Carta del Mulino / The Mill’s Charter”, a guideline realized with WWF Italy to guarantee the use of 100% sustainable and environmental-friendly wheat for all its products.
We implemented a “PR First” strategy in order to raise awareness on the brand purpose 2 months before the marketing launch. The creative idea: the event was held inside Mulino Bianco’s factory, where media, stakeholders and influencers witnessed the birth of the first “sustainable biscuit” made according to The Mill’s Charter.
We engaged media and stakeholders let them imaging ‘to explore a cookie factory and taste a biscuit that supports farmers and fosters biodiversity’
Bupa Arabia Empowers Saudi Women by providing a full-fledged day care for their children. We published an ad celebrating women and international women day. The content team took advantage of the International Women’s day to publish the content while other competitors did not have any sort of activity. The W7Worldwide team saw an opportunity in Bupa Arabia making an appearance during the women’s day especially, that the company is working towards empowering the Saudi women working for the company. What made the Bupa Arabia campaign special is the fact that it also included a video about Bupa Arabia’s day care for working women at Bupa Arabia to enable them realize their career goals which was publishing on Sabq.org and gained wide reach.
In Italy the biscuits market is worth 2 billion Euros and Barilla is the market leader (37% market share). In November 2019 Ferrero decided to enter the market and launched with a massive communication campaign a new Nutella-based biscuit. Barilla responded by launching Biscocrema, a new biscuit filled with Crema Pan di Stelle, the first spreadable hazelnut cream of the brand, launched in early 2019.
To face the launch of the competitor product we implemented a PR action capable to compete raising the interest of media in the new biscuit and creating a mediatic hype while waiting for the launch of Biscocrema. An exclusive preview event was held on 29th November 2019 to present the product to 40 selected journalists and influencers making them taste it before the launch on the market (January 2020).
OFSAC represents an important event in the world’s largest producer of oil country as the Kingdom seeks better standards in safety and pays closer attention to the application of polices. Being managed by the Riyadh Exhibition Company, it required top notch communications strategy that will enable them to highlight the event and shed the light about its objectives. We worked towards creating the platform by highlighting the oil and gas market in Saudi Arabia covering the production and future prospects of the industry in the Kingdom.
“How do Germans use their smartphones?” In order to find that out, telco provider mobilcom-debitel (subcompany of freenet) analyzed the anonymized data of several million clients. The enlightening and entertaining facts were compiled in close cooperation with big daily newspapers and tabloids. In a second campaign the content was distributed broadly to business and consumer media, reaching a high media impact. Mobilcom-debitels strategic goal: To make a mark as leading independent provider, due to sharing deep market insights which only market leaders can provide. Nowadays Big Data is established as a highly valued PR tool at mobilcom-debitel.
Mekky Media worked with Susan G. Komen Chicago to partner with the Chicago Cubs’ Anthony Rizzo, a baseball superstar, to be honorary co-chair of the 2019 Mother’s Day Race for the Cure, an iconic Chicago fundraiser that supports breast cancer research and programs. Mekky Media worked with Komen Chicago and the Rizzo team to secure Anthony and lead all aspects of his involvement – the announcement, pitching media pre-event, coordinating coverage and a press briefing on Race Day, developing the run-of-show and scripts, escorting Anthony throughout the venue and maximizing exposure of his involvement in support of the Komen mission.
Belgium has a complex governmental structure, with many layers. Due to a change in legislation, the Belgian provinces cannot do purely promotional activities anymore. So they are looking for a new positioning. The province of Namur decided to develop an ambassador strategy. Luna won the project, and developed the strategy and several deliverables within that strategy for the province.
Raiffeisenbank is the general partner of the Czech National Theater. The goal was to attract the public attention to the reopening of the reconstructed State Opera at the beginning of 2020.
We used a flashmob performance of opera singers on Prague Main Railway Station to spread awareness.
All major media have been attracted.
On social media alone, the flashmob video had over 3 million views – all during Christmas season, when public attention is diverted by many other impulses.
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