PM2, once again, demonstrated its skills in offering innovative and engaging marketing solutions by creating a product placement project for Fjällräven, a leading Swedish company in the production of outdoor clothing and a long-standing client of the agency, which brought the brand’s products into an important italian film.
Backpacks, jumpers, jackets and many other products from the arctic fox brand made their way into the sentimental comedy Una gran voglia di vivere, a film by Michela Andreozzi, based on the novel with the same name and produced by Paco Cinematografica in collaboration with Prime Video and RTI, with a nationally renowned cast that includes Fabio Volo and Vittoria Puccini as the main characters.
Frequently worn by the protagonists, Fjällräven products were strategically placed into some movie’s key scenes, a choice made with a dual aim: increasing brand awareness and reaching a wider audience, capitalising on the popularity and reach of this film, distributed on Prime Video.
PM2’s product placement project for Fjällräven in the film Una gran voglia di vivere confirms the strategic importance of this form of advertising, offers a tangible example of how companies can gain significant visibility through creative synergies with the world of cinema and streaming, and proves once again the agency’s ability to best support individual brands with dedicated activities.
“Product placement is an highly effective advertising tool, capable of reaching public in a discreet but powerful way. In the case of Fjällräven, we took the opportunity to have the products appear within a setting and context of use fully in line with the positioning of the brand, and to see them worn by the main protagonists of the story,” comments Elena Di Giusto, PR Account Manager at PM2.
Since 2022, the Italian division of Germaine de Capuccini, a leading Spanish company in the production of professional cosmetics, has chosen PM2 as its partner for on and offline communication activities aimed at B2B and B2C targets.
The agency was tasked with identifying effective strategies to increase brand awareness and support the development of the beauty centre network. This multi-pronged work involved all of the agency’s units – Digital, PR and Communication – which carried out dedicated projects according to their objectives.
In particular, PM2’s Digital Unit studied and launched social campaigns with the aim of expanding the network of beauty centres associated with the brand on an Italian basis.
On the one hand, an attempt was made to attract the attention of beauty institutes not yet affiliated with the brand, through the creation of campaigns focusing on the distinctive features of the new machines, indispensable for the success of beauty centres’ activities.
On the other, campaigns were set up with the aim of inviting the end consumer to experience the benefits of the treatments offered by centres associated with the brand.
“We are very satisfied with the results achieved so far and will continue to work with determination to ensure that Germaine de Capuccini confirms its leading role in the skincare sector. Our aim is to convey the excellence and distinctive value of the brand, offering exclusive experiences to different target audiences, while maintaining effective communication that reflects the authenticity and quality of the brand,” says Marco Seriau, Digital Project Manager at PM2.
Beauty salons were also the focus of the work of the agency’s communication unit, which produced communication materials for the trade aimed at both points of sale and social media and designed to present the new Germaine de Capuccini promotions and treatments available in the centres.
The agency also worked on projects aimed at the B2C target.
In particular, PM2’s PR unit handled digital PR activities and launched an Influencer Marketing campaign on Instagram aimed at the launch of the anti-ageing treatment Timexpert Hydraluronic on the Italian market. The agency’s team identified and selected the most coherent profiles, started a collaboration with them and monitored the content produced step by step, with the aim of generating awareness, supporting sell-in to existing customers and, consequently, sell-out, and increasing traffic to the brand’s points of sale.
In addition, PM2 guided Germaine de Capuccini in identifying events and activities that could increase its notoriety among consumers. Among the proposals, the StraWoman, a stage race in major Italian cities, which promotes women’s health and well-being, was selected. The brand was sponsor of the Milan stage and chose to entrust the agency with the realisation of stands, flyers and social media posts to promote the event.
“Entering a fast-growing sector such as cosmetics is certainly stimulating and exciting. Doing it alongside a leading brand like Germaine de Capuccini is a unique experience, which we at PM2 are proud to experience project after project, putting our skills to the test.” Marta Clocchiatti, Account at Germaine de Capuccini.
Snaidero, an historical italian design company specialized on the production of high-quality kitchen, has chosen PM2 to manage communication for the 2023 edition of the Design Week. The agency was asked to devise strategy and create communication tools for the B2B and B2C markets. Twofold objective: communicate the company’s dynamism and present its new design opportunities for customizing their kitchens, with a specific focus on new materials and finishes.
The project has involved all the agency units (communication, Pr and digital), which worked together and synergistically to define strategy, creative concept and functional activities to achieve the result. As far as product innovations are concerned, the first step was to design a digital Sales Tool exclusively aimed at Snaidero dealer, which was presented at the sales meeting that preceded the Design Week. An innovative tool, updatable and tailored to the needs of the sales force, which introduces the design innovations and helps the professional in his work through a map of materials and an explanatory video also created by PM2.
In order to communicate the company’s research work on materials and finishes to the B2C target audience, PM2 developed the creative concept “Material Revolution”. This idea guided all the activities and activations during the week of the Salone del Mobile and saw its highlight during the 20 April show at the Snaidero showroom in Brera. After a selection phase, PM2 involved the artists Verde Alfieri (jewel designer) and Filippo Bello (3D artist) in the creation of analogue and digital artworks, inspired by the new Snaidero materials. The result was a collection of 5 handcrafted necklaces and 5 digital 3D works, respectively created using the new 2023 Snaidero materials range. The artworks were displayed directly on the showroom’s Snaidero kitchens and showed to the public throughout Design Week. Furthermore, the necklaces, worn by five models, were the protagonists of the defilé organised by PM2 on the evening of 20 April, a unique moment that saw the worlds of design, fashion and jewellery communicating together, attracting the attention of the more than one hundred guests invited to the event and numerous passers-by.
PM2 applied the concept to better communicate to the media as well – with press office and PR activities – on Snaidero’s social channels – producing ad-hoc content and strategically supporting the company – and to the trade target with additional dedicated materials.
Concurrently, PM2 also worked on the concept of the “Everyday meraviglia” advertising campaign, which was planned in the main Italian design & architecture magazines and in the main Italian daily newspapers, and the video spot, which was aired on the screens of the Milan Metro stations during the Salone week.
“We know we can give our best when we work and propose integrated communication strategies. The project we carried out for Snaidero is an example: it allowed us to work by pooling all the skills of the agency, achieving a quality output that brought concrete results to the client and that makes us very proud indeed,” says Giacomo Miranda, CEO of PM2.
“Working alongside Snaidero during Design Week was exciting and stimulating. Thanks to collaboration and teamwork, we were able to realise an original and creative project, which allowed the entire PM2 team to express their skills and meet the customer’s expectations.” Alessia Toppan, Pr Manager at PM2.
The hottest sport of the moment is transformed into an opportunity to do good. Thus was born the idea of “It takes two to play”, the charity padel tournament organized on Friday, April 14th, in Feletto Umberto (UD) by PM2.
40 male and female players participated in the tournament, divided into 20 mixed pairs. At stake, much more than a podium or participation prize, because the tournament was created to support a special project. In fact, each participant’s entry fee will be donated to the Burlo Garofolo Children’s Hospital in Trieste, to improve the intensive care unit’s spaces and upgrade some of the machinery’s software to make it less invasive for children (for more information: https://www.isaiaperovictulisso.org/).
“Making the difference, together. It takes two to achieve the best things is PM2’s most intimate credo and this evening was proof of that. Certainly because padel is played in two, but above all because sports and solidarity share many values, and again tonight they confirmed that they form a winning pair”, comments Giacomo Miranda, CEO of PM2 and organizer of the tournament. “I sincerely want to thank all the participants for experiencing this special event with great enthusiasm and involvement. With the promise that it will not remain the only one.”
For more information and to access the event gallery: https://zest.pm2.com/
CONERO GTX, AKU’s iconic trekking shoe has turned thirty. The brand has decided to celebrate this special occasion by creating an exclusive and limited edition that revisits the historical model in a modern fashion with 3 new color variants: brown, yellow and blue. It was especially the full yellow model that allowed to develop a co-marketing initiative which enhances the historic collaboration between AKU and Vibram, the technical and styling partner of the brand. An unprecedented opportunity, considering that the well-known brand has never granted the use of its yellow pantone up to now.
PM2 has been entrusted with the task of supporting the launch of this new collection, which allowed AKU to position itself in selected stores in prestigious locations in Italy and abroad. The main objective of the operation, from a communication point of view, was to strike the interest of the traditional public, attentive to quality and durability, and to stimulate the curiosity of a young and style-conscious target audience.
“A UNIQUE AND UNREPEATABLE EXPERIENCE” is the concept of the new collection communication. CONERO 30 GTX, in fact, arises from the experience of those who have always designed and produced quality footwear, and allows the consumer to live an experience: unique, because the product has always been the same for 30 years, and unrepeatable, as it is a limited edition that will not be reproduced after the campaign ends.
All the communication tools have been designed with the aim of underlining the exclusivity of a limited edition: a special packaging to present the 3 models of the Conero30 mini-series, a targeted B2B communication aimed at the best specialized outdoor retailers in Italy and in Europe with an advertising campaign published on the main sector magazines, dedicated window displays, original photo and video content to be streamed on social media. Finally, a special initiative was organized in partnership with VIBRAM for the effective launch of the product on the market: a glamorous event at the Vibram Connection Lab, the multimedia meeting space in the heart of Milan. In this exclusive location, a select audience of journalists, opinion leaders, shop owners and outdoor enthusiasts had the chance to meet the players of this great little success story that is having a positive impact on Italian and foreign customers.
“Conero30 turned out to be a truly unique and compelling project. Working on the logic of limited edition marketing has allowed us to move away from the conventional, engaging a new fun cluster that does not align with AKU’s core target. In this, the co-marketing strategy with Vibram has proved to be successful, adding another important milestone to the exciting journey we have been taking for years with AKU,” as Sara Nadalutti, project manager and AKU account explains.
At the beginning of 2023, 620 Passi presented the pack design project created specifically for the Ho.Re.Ca channel and signed by PM2. The project, which is the result of several months of work, is perfectly consistent with the positioning of the brewery and sets its foundations on crowd design, the communication environment chosen for the brewery, and on the definition of the idea that 620 Passi is the “1st shared brewery designed by its community”.
PM2’s work began with the outline of the design guidelines, crucial in order to provide a hierarchy of the contents, making them coherent and designing them in an impactful way. The second step was the identification of a creative tool that was effective in convey the idea of ”1st brewery designed by the community”, recognizing a winning strategic concept in the collage. It was immediately clear that the collage should have been created by the members of the brewery itself, but how is it possible to achieve the activation and involvement of such a large pool of users scattered around Italy?
The answer was Telegram, a channel already used by the Brewery to get in touch with members of its community. Activation came through a simple question: ‘What does sharing mean to you? Tell us about it with a photo, a sentence, a drawing, an object…’ The community responded with great involvement and many contributions.
PM2 therefore took steps to grasp and rationalize the information received from the members and identify a suitable illustrator to shape and interpret the more than 80 stimuli received. After a careful selection, the choice fell on Carlo Stanga, a world-renowned illustrator whose manual stroke is a distinctive feature. Under guidance of the agency, the creation phase of the collage began: the result was a work that achieved to visually represent the meaning of sharing for the 620 Passi community in a unique and personal way. The illustration was therefore the basis for the adaptations and variations in the different tools: from the development of the 5 references to the various merchandising tools such as plug stamps, coasters and other coordinated communication materials.
The result was surprising and with an immediate positive feedback, winning a prestigious special mention for originality at the Best Label 2023 contest, during the International Graphic Competition at the Riva del Garda Hospitality Fair.
“Once again PM2 was able to deal with a project that got us involved in a phase of strategic definition, content creation and development of the creative idea. Furthermore, it was a matter of correctly activating and coordinating the various players involved: first the Brewery team then partners and members of the 620 Passi community, the illustrator and all the suppliers. It was for sure an exciting project and the result speaks for itself,” comments Giacomo Miranda, CEO of PM2.
“Inspiration for your adventures” is the title of Adria Mobil’s brand movie that has been awarded the ‘First Star – Golden Award’ in the ‘Caravanning’ category of the Golden City Gate Awards, the major international film, print and multimedia competition dedicated to the tourism industry. The 2023 edition of the competition saw the participation of 21 countries with over 100 communication projects nominated and evaluated according to the criteria of concept, creativity, design, emotional impact, target group appeal and image design.
The video, realised by PM2 (lead agency of Adria Mobil since 2017) tells the story of the essence of the Slovenian brand producer of high-end recreational vehicles and, through glimpses of landscapes and moments of travel on board caravans, vans and motorhomes, conveys to the viewer the desire to set off on new adventures.
“We would like to thank our Agency (PM2) for their creativity, which brought up all the emotions in the video and their production efforts that made our brand moves as good as it is – we really are proud of it” says Adria Mobil’s marketing team.
“Behind every project there is always a great deal of work to ensure that the project runs smoothly and the result is achieved. This is the role PM2 plays, taking care of both the strategic-creative definition part and the organization and management of the production. We take care of every single phase to the smallest detail, in order to create quality content that enhances Adria’s brand and products,” comments Chiara Bergianti, project manager for the client Adria Mobil.
“Travelling with Adria Mobil is a unique experience. We started from this insight, expressed by those who choose the brand’s vehicles as travelling companions, to make this video where, through a dynamic succession of lifestyle scenes, we wanted to stimulate the viewers’ imagination, inspiring them to live their future adventures on Adria Mobil vehicles,” comments Alberto di Donna, creative director of PM2.
“Made to feed your soul“: this is Doimo Cucine‘s new claim, conceived by integrated communications agency PM2 as part of a project defining the brand’s new positioning and strategy which PM2 has been developing with the company since January this year.
Presented at the last Salone del Mobile in Milan, the new strategic-creative concept of Doimo Cucine shifts the focus from the product to the project. The kitchen thus becomes a meeting point between the company, with its skills and values, and the needs of those who choose it, with their own experience and personality.
The storytelling, stylistic choices and new visuals created by PM2 also go in this direction. “The kitchen not only nourishes the body,” says PM2 Creative Director Alberto Di Donna, “it is a place for sharing desires, dreams and passions, cultivating a love of beauty and harmony, expressing one’s true essence. A personal space full of meaning, based on authentic deep-seated values, in which the soul feels at home”.
In the company’s new vision, the kitchen is not just a functional space for preparing and enjoying food, but a place to nourish the soul. “Made to feed your soul“, thanks to the emotions, experiences and affection connected with everyday life.
The new strategic-creative concept sets the guidelines for corporate communications, starting with an adv campaign planned in the Italian and international press, a new digital image taking the form of a restyling of the company’s website, social media channels and digital adv campaigns.
PM2 also oversaw production of the photo and video shootings and the subsequent creation of the company profile and brand video.
In conclusion, the video created by the agency for the launch of the new Overview product concept, a “digital kitchen” project presented by Doimo at the last Salone del Mobile in a private area in its booth, was particularly successful, registering over 50,000 visits during the event.
“We are very proud of this new partnership, which began when we won a tender called by Doimo Cucine at the beginning of the year. A wide-ranging strategic and integrated communication project, which immediately involved us with a highly structured, experienced team, offering an opportunity to bring our qualities to bear in the fields of strategy, creative design and digital technologies: an approach in which we believe, and which has always represented the agency’s DNA”, says Filippo Girardi, PM2 Client Director.
620 Passi, the Friuli-based start-up known for founding Italy’s first shared brewery, entrusted Udine-based agency PM2 with management of all its communications initiatives for 2022-2023.
The confirmation of the assignment sealed a partnership that began back in 2021 when 620 Passi called a tender and selected PM2 to validate and define the brewery’s brand positioning and support the launch of a Christmas communication campaign. Alongside these strategic consulting services, Giacomo Miranda’s agency will continue to manage a considerable range of services on behalf of the client, including PR activities, press office, influencer marketing, digital marketing, social media management, marketing automation, and BTL communication for the on-trade and large-scale distribution channels.
“We are proud to be able to provide our services to a local enterprise that is truly unique at the national level and has already demonstrated enormous potential for communication. Thanks to the highly qualified background of its management and the valuable harmony instantly established with the agency team, 620 Passi is the perfect interlocutor for developing integrated communication projects rooted in a solid strategic approach,” says Miranda, CEO of PM2.
The renewal of the partnership with PM2 marks an important turning point for 620 Passi, which is now working on an ambitious development plan that aims to close the year 2022 with +400% turnover, effectively completing the transition from start-up to scale-up by the end of the year.
“Never change a winning team”, comments Andrea Menegon, formerly working at Heineken and now General Manager of 620 Passi. “PM2 is the ideal partner for us, not only because of the quality of its approach to consultancy and work but also for its proven professionalism and multi-sector expertise developed working with international companies over the years.
The campaign with Ruggero de i Timidi
The projects completed by PM2 for 620 Passi include a recent campaign featuring Ruggero de i Timidi, in which the brewery is the focus of the first episode of “Product Placement“, Ruggero’s new web series focusing on the world of influencer marketing. A succession of hilarious scenes filmed at the brewery’s headquarters and inside “Ai Barnabiti” restaurant in Udine (an on-trade partner), which kept 1.5 million users glued to the screen (figures on unique users in the Friuli Venezia Giulia and Veneto regions), registering 3.6 million impressions and 2.7 million playbacks. Distributed on Ruggero de I Timidi’s and the brewery’s social media channels and supported through a paid advertising and press office campaign, the video obtained an extremely positive response, not only in terms of views, but also in terms of reactions and interest in the brand (over 3,500 interactions).
“We wanted to tell the story of the brewery in a fun and friendly way, with lightness and self-deprecation. And who could do this better than Ruggero de I Timidi?”, explains Menegon. “Being a craft brewery means being independent, not only financially and production-wise, but also in terms of communications. And this project is the ultimate expression of that”. Full video available at this link. “
PM2, an agency specialising in strategic marketing communications, continues its collaboration with eyewear company Area98 with the creation of the new 2022 image of its 7 proprietary brands (CocoSong, CCS, La Matta, Kaos, Super Kaos, Genesis and Oliviero Contini), fully respecting the identity of each brand and the traits that have always distinguished Area98: flair and innovation.
“Each of the Area98 brands has its own identity and its own strong character, different from all the others,” says Cristiana Feruglio, Account executive at PM2. “Our challenge was to succeed in interpreting the deepest essence of each of them, communicating their soul and values, not only in the campaigns, but also in the way the products were photographed. The campaign and photographic style then established the creative guidelines for all the communication tools”.
PM2’s creative team thus began with development of the concept and creativity, interpreting each brand’s DNA. Key visuals were then expressed in all communication media, ensuring that they are perfect coherent with the campaigns and preserve their creative/graphic traits.
The spirit and style of the image of each brand can also be found in the folders designed specifically for each collection, in the shopping bags designed to contain all the coordinated promotional materials, and in the displays, for which PM2 designed not only the graphics, but also the structure and choice of materials.
To best portray each single brand’s identity, PM2 also handled the artistic direction of the shootings: a moodboard was created for each brand containing brand-specific creative guidelines, from the atmosphere required on the set to the types of shot.
To support the sales force, PM2 also created a digital sales tool, an interactive online tool and an invaluable ally in helping the trade to express brand and product values. The digital sales tool opens with a corporate section highlighting the values and specific features distinguishing Area98, including both an emotional video presenting the company and a series of video interviews with the testimonials of distributors operating all over the world. “
“This is accompanied by the section containing the pages dedicated to each individual brand, with the presentation of the spirit that distinguishes it, also in creative terms, its choice of colour and style, its stylistic peculiarities, its communication and visual merchandising materials, and all the styles in the 2022 collection, with their colour variants and technical features.
“We are proud to offer Area98 our more than 30 years of experience not only in creativity, but also in marketing consultancy,” says Giacomo Miranda, CEO of PM2. “Interpreting the uniqueness of each of Area98’s brands in the campaign and succeeding in expressing their DNA in all the communication tools was certainly a complex task, but also an extremely rewarding one. A great result for a collaboration between two enterprises sharing the same origins and the same international vocation”.