We wanted people to come in contact with Aspacardin in a real-life situation of full tension. We didn’t want to address people as if they were simple spectators. We showed up exactly when they were living their monthly ‘drama’, and might have needed the product (all in order to obtain empathy and memorability).

We put our product on the payments board: a place never before used as media. By simply putting the pack in the right place, we surprised people and got them to instantly identify themselves with the product benefit.

We reached approximately 40 families per block of flats with just one sticker and a pack; payments boards are literally impossible to avoid by lodgers. Apart from this, fees paid to block administration offices were minimal. The product benefit became a word-of-mouth expression. We had good PR coverage.