Bent Double

Background

Serious back pain affects one in four of the national population. Yet many sufferers don’t know where to get the best treatment. Sprint Physiotherapy is a small yet well respected practice based in Kensington, London. Sprint Physiotherapy wanted to increase custom to their practice following the usually slack summer holiday period. Budget restraints meant that the format had to be simple.

Idea

Publicis Dialog’s solution was an innovative, yet simple, door drop which dramatised the difficulties of being ‘Bent Double with Back Pain’ through a clever use of a format. The recipients could instantly relate to the problem and upon opening the pack receive a valuable discount on a course of physiotherapy treatments. The campaign specifically targeted houses within one mile of Sprint’s practice to make it easy for patients to make appointments. Local health practices and doctors surgeries were also given batches of the packs to distribute to patients with back problems. By using stock items and hand delivering the items themselves, Publicis Dialog created a very effective, low-cost local campaign.

Results

The offer is still valid for a few more months, so full results have yet to be released.

Target Audience

Back pain sufferers within the Kensington area of London.

Size

1,500 door drops

Our Thoughts

Such a neat little idea, this. The envelope’s bent up - and so are you as you stoop to retrieve this door drop from the hall floor. The problem defined in a split second and a solution offered inside.