It is hard to capture the attention of busy people, especially in busy public spaces, so we needed an arresting image that would stop people in their tracks. With a high level of attention to detail within the execution, we engaged our audience and were able to then inform them of the research and development role Pfizer plays in back pain prevention and relief.

This simple but impactful stunt generated widespread PR coverage and engaged thousands of people with both the issue of burning back pain, and the cure.

On a budget of only 10,000 and over the course of one day, our brand ambassadors were seen by over 50,000 target consumers. Interaction with the brand and recollection of the activity meant we far exceeded our KPIs.

The medical press also picked up on the campaign and our story became a key feature across dozens of magazines and websites, earning us tens of thousands of pounds worth of free media, and extending our message to an even greater audience.