We developed an idea that dramatised the severity of a headache when it is not treated immediately. By reworking a well-known tabletop ornament – Newton’s Cradle, we executed our concept of 'When You Suffer, Others Suffer Too'. Each metallic sphere was covered with a sticker showing a painful facial expression so when set in motion, the display will demonstrate how one headache can easily lead to another. These displays were used nationwide at point-of-purchase sites in convenience stores, pharmacies, clinics, etc. The total cost of this in-store solution including both production and media was SGD17,500.

Sales increased by an average of 27% across all channels during the ten-week campaign. Apart from sales, the theft of five displays was also considered part of the campaign’s success.