In Croatia, nearly half the population unknowingly faces potential spine issues. Reluctance to seek professional help has led to what is commonly known as a silent pandemic, hurting the nation’s collective spine with alarming numbers. So Bruketa&Žinić&Grey and Croatia Polyclinics turned everyday places, bus stops, into physiotherapist’s waiting rooms, where digital billboards became screening tools so that people would take control of their health.
This is how it works: Passers-by simply stand in front of the billboard with computer vison which scans their posture. By analysing neck, mid-back, and lower spine curvature through eight key points, the system detects potential issues and provides immediate feedback. The findings are displayed visually and numerically, highlighting areas of concern. For those flagged with potential problems, the billboard offers a direct link to book an appointment with a physiotherapist, prompting an immediate action.
The campaign reached 77.92% of Croatia’s population (Sainsbury formula).
It achieved 81.8% higher ad engagement than average (54.54% vs. the industry average of 30%) and an astonishingly 804.76% higher viewing time, with people watching for an average of 16.9 seconds compared to the usual 2.1 seconds.
A total of 106,642 passers-by completed a posture measurement, and 50,521 GDPR-compliant email addresses were collected.
The engagement translated into tangible results, with a 46% increase in specialist check-ups. While 97% of participants instinctively corrected their posture during the measurement, the campaign’s mission goes beyond momentary awareness, striving to inspire a lasting behavioural change.
The activation will continue until Croatia sees improvement in its European Health Examination Survey results.
Credits:
Client: Croatia Polyclinics
Marketing Director: Maja Tucaković
Digital Marketing Specialist: Marta Družijanić
Creative Agency: Bruketa&Zinic&Grey
Creative Director: Davor Bruketa
Account Director: Roberta Kranjec
Account Manager: Karla Jurič
Art Director: Ivana Momčilović
Head of Video & Digital Production: Anja Pečovnik
Head of Social Media: Tatjana Komljenović
Creative Director: Vanja Činić
Video Editor & Animator: Tvrtko Karačić
Senior Motion Designer: Iva Marenić
Director of Photography: Sandro Sklepić
Video Director: Hani Domazet
Video Editor: Dora Slakoper
PR: Millenium Promocija Senior
Public Relations Consultant: Ružica Herceg
CEO: Vladimir Preselj
Media Director: Ana Šimić
Head Of Planning: Daria Pernjek Majdak
Digital Agency: Go2digital
Head of Marketing: Dean Udatny
Developer: Hrvoje Bandov
Design: Unordinary’s & Asael & Co
Visual & Interaction Designer: David Asael
AKQA Brussels Chief Creative Officer: Peter Ampe
Grey LATAM
Global Creative Partner: Diego Medvedocky
Grey Worldwide
Senior Creative Manager: Catrina Ramos
Global Craft Partner: Costanza Rossi
