Wolters Kluwer

Client:

Wolters Kluwer

What we did:

Advertising

Wolters Kluwer is a Dutch multinational, leader in providing information solutions, software and services for professionals in the tax, labor, financial, legal, risk, audit, compliance and healthcare sectors.

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Wolters Kluwer has entrusted us with the communication campaign of one of its best products: InPratica Legale, the system of documentation, information and services made to measure for legal professionals.

CHALLENGE

To introduce a reliable product to the Italian market, a guarantee for professionals in the sector.

Being able to convey all the benefits offered by the product and the brand with a digital campaign that can be easily implemented also for BTL materials.

AN INNOVATIVE CAMPAIGN FOR THE LEGAL SECTOR

In practice you have it.
With this campaign we have associated the needs of the professional with his passions. InPratica Legale, in fact, is a tool that allows you to optimize the time dedicated to work, allowing new spaces to devote to your interests.

The idea comes from a reconsideration of the concept of target: it is no longer possible to think of being able to enclose a series of consumption habits in a category and define a static audience, a user prototype. The same consumer, in fact, can be seen from another point of view and fall within a completely different target.

Think of the Harleysts, a community with no age limits, a passion that binds twenty-year-olds to sixty-year-olds. Everyone on the saddle is more or less the same: leather jacket, helmet and sunglasses. But at work? Everyone goes back to being a lawyer, employee, manager or waiter. And the evening? Someone at the stadium with friends, others to eat sushi with his girlfriend, or maybe in a pizzeria. In short, all with different habits and lifestyles, more or less distant from those of the rider.

Therefore, fluid personalities emerge that have decreed the decline of the concept of "personas".