No need for huge amounts of money to get a successful and impactful communication campaign. Experience is the key and here is a good example to prove it. The German outdoor sport brand EVOC wanted to communicate the “spine protective” nature of their backpacks. To do so, Publicis Munich had the idea of the “Indestructible Billboard”. Putting in all their strength and energy, passers-by could punch the backpack as hard as they wanted (or (rather) could)! This unusual experience gave them the opportunity to actually feel the shock absorbing effect of EVOC’s innovative backpack. The brand also used social networking to spread the message. The billboard was connected to Facebook and the punchers could upload a photo of themselves hitting the panel onto the brand’s Facebook page. The result? The campaign saw around 97 hits per hour, a widespread Social Media coverage, and a 220% increase in Facebook fan activity!