This approach has been made effective in communication through the concept 'We listen to customize' and visually implemented through a pop-up book metaphor because every veterinarian and every farm has a story to tell. Pfizer is ready to listen to each of them!

The print campaign and the real pop-up booth during an international vets and breeders fair in Belgium was a big success not only as the idea was really impactful but also as it marked a big distance between this style of communication and the overall market’s one (so basic, rational and concrete – no emotions).