By printing the message on sample perfume strips, we reached the target audience at a time when they were trying a new scent to improve the way they smell. This increased the relevance of the message (smoking cancels out their efforts to smell nice) and as a result, it hit them harder. Furthermore they experienced the message, not merely read it.

The cost for this execution was minimal. And the memorable way the message was communicated created very high awareness. Due to the focused nature of the communication, the sample perfume strips also reached the desired target audience. They accepted them readily, thinking they were trying a new scent.