Background

Invitro, a leading private-owned medical-service company, wanted to remind people about the importance of medical check-ups in the late-autumn and winter (the flu season).

Idea

During the premiere week of Star Wars: The Phantom Menace we put the brand in the centre of conversation about the film. Without using the Star Wars brand itself (that saved us a couple bucks).

Execution

It all started with a tweet of Dmitry Malikov (a.k.a. Emperor of Twitter): after watching the film he wondered what midi-chlorians were. In Star Wars these microscopic lifeforms are the key to the Force, and although Invitro can’t detect them in real-life, we offered a special Force Package for a winter health check-up.