We initiated a co-operation between Novartis and Fitness First and brought one of the biggest players in the pharmacy industry together with one of the biggest players of the fitness industry.We performed a guerrilla action in the changing rooms of Fitness First, starting from a simple truth: people leave their daytime shoes outside the lockers when they go to the gym.

We used this as a channel and created a team of little foot monsters and we hid them in the shoes, surprising the target in a relevant and personal way with different pick-up lines and driving traffic to the Lamisil website.

In the time period of the guerilla action, the attendance figures on the website increased by nearly 160%, and the average dwell time increased by approximately 7 minutes.