McKesson and its locally owned family of Health Mart Pharmacies challenged EMG3 to come up with a creative way to maximize awareness surrounding the opportunities for savings as part of the prescription plan changes that impacted Medicare Part D patients as of January 2015. In response, we launched 4 concurrent mobile billboard tours using customized armored trucks in markets with multi-store or influential customers. The armored trucks with their security guard tour managers visited states from all 4 regions of the country including California, Texas, Wisconsin, and the Mid Atlantic area. The tour was a huge success with over 400,000 event & vehicle impressions. The armored trucks traveled over 3,000 miles throughout the tour and the buzz-worthy presence they created was successful in driving brand awareness, providing an enticing backdrop for patient recruitment and engagement.