design notes
the brief
To devise and implement a direct mail campaign for Mycota Athlete's Foot Treatment to pharmacy staff.
what we did
The Walk to Work campaign encouraged pharmacy staff to walk to work for a week instead of driving or taking the bus. For every ten minutes walked, Mycota would donate £1 to the charity Whizz-Kidz.
Participants were provided with branded stopwatches to record their time, and had to record the amount of time walked on a wall chart. Every pharmacy recieved a certificate of achievement.
The campaign was supported by a website, plus ringtones and wallpapers were available to download as part of the 'get mobile with your mobile' theme.
the results
The campaign won best OTC Direct Mail Campaign 2007 at the OTC marketing awards, beating the likes of Sudafed and Curanail to the top spot.
