To highlight Lamisil as the most effective cure for athlete's food, yet wit a limited media budget. In cooperation with InterSport, they placed a series of infected shoes in quarantine cages, complete with hidden speakers playing "infection" sounds, in the sport section of their retail shops. The action successfully targeted people as they pursued their sports hobbies - those activities where the change of catching athlete's food is highest. The action only began in April and is still running. However all samples and flyers were taken within the first few days and in-store response has been fantastic.
Agency: Saatchi & Saatchi, Germany.