Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: PFIZER HEALTCARE COMPANY
Product/Service: HEMORRHOID MEDICATION
Agency: KOEN MERKACTIVATIE
Managing Director/CSD: Erik Jan Koense (Koen Merkactivatie)
Creative Director: Geert Ploeger (Koen Merkactivatie)
Senior Project Manager: Lonneke Grotenhuis (Koen Merkactivatie)
Copywriter: Thomas Reinhold (Freelance)
Regional Franchise Lead Therapeutics: Emilie Goossens (Pfizer Bv Consumer Healthcare)
Media placement: Guerilla - Outdoor - 30 November 2011
Insights, Strategy & the Idea
Inform people about Sperti, the world’s best-selling hemorrhoid medication.
This must be done in a surprising and entertaining way, considering the small budget and the awareness of the subject. One out of two people will suffer from hemorrhoids at some point in their lives, so the target group is difficult to pinpoint. The fact that hemorroids cause difficulties while sitting was the relevant insight we choose for our campaign.
Creative Execution
Due to the seriousness of the subject and difficulty people have talking about it, the objective was to make the concept light-hearted and funny.
That is why we chose an approach that instantly makes the problem visible and shows the product and pay-off ‘Sperti helps’, while at the same time bringing a smile to people.
We chose crowded places in the centre of major cities, especially at pedestrian crossings, where people have to wait, making them more receptive to the message.
Results and Effectiveness
Lots of people filmed the motorcyclists and then posted the footage on their Facebook wall and on Twitter. Numerous news and marketing & advertising blogs picked it up immediately and wrote about it, which resulted in 14,000 views in just a few days. It even went abroad to Thailand, Brazil and Russia, and was aired on French TV.