VILLAGE TRONIC ITALY/PREX: IPREX

Credits & Description:

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: VILLAGE TRONIC ITALY/PREX
Product/Service: DIGITAL ROSARY
Agency: SAATCHI & SAATCHI
Agency: SAATCHI & SAATCHI
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: SAATCHI & SAATCHI , ITALY
Entry URL: http://www.forjurorsonly.com/2009/prex/eng
Executive Creative Director: Agostino Toscana (Saatchi & Saatchi)
Creative Director: Alessandro Orlandi (Saatchi & Saatchi)
Copywriter: Laura Sordi (Saatchi & Saatchi)
Art Director & Web Designer: Ilaria Agresta (Saatchi & Saatchi)
Developer: Ascanio Orlandini
Project Manager: Silvio Coco (Saatchi & Saatchi)
Project Manager & Strategic Planner: SIlvio Meazza (Saatchi & Saatchi)
Media placement: IPhone - ITunes Store - 1 November 2009
Results and Effectiveness
The iPrex application for iPhone is currently on sale in the iTunes Store.Hundreds of applications have been sold, and many are being sold every day.The communication gave to the brand a unique identity, making it stand out among religious-based brands. The resut was that Prex's achieved to build a relationship with a new target, that became aware of what Prex does and achieved the goal to get into the life of a target who was not spontaneously motivated to pray, in a very unique and contemporary way. The success of the application brought also to life a social network fully dedicated to the prayer and to the ones who want to live it in a new way.
Creative Execution
We found an innovative way to promoting and engaging in prayer through a medium that is constantly being used by younger generation. That's how iPrex came to life. The first iPrex application that allows you to recite the Rosary's prayer on your mobile phone. The iPrex App was promoted on the iTunes Store and allowed the youngest people to live the prayer in a modern way, close to their lifestyle.
Insights, Strategy & the Idea
Prex produces tools that help people praying and be close to religion in an intimate way.The objective of the brand was to get in touch with a young target, which was the most difficult audience to get involved on the religious theme. We needed to find a way to get Prex into the life of young boys and girls, positioning the brand in a cool and modern way and getting them close to prayer in a way they wouldn't be ashamed to live. Summing up, the point was: how to bring the use of the Rosary into the life of young people?