Cannes Lions

NICORETTE SMOKING CESSATION RANGE

EVIDENTLY, London / JOHNSON & JOHNSON / 2011

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Presentation Image

Overview

Entries

Credits

Overview

Execution

What was the creative strategic solution?SmoberUp is a 10-part docu- reality series chronicling the real experiences of eight Canadians who have ten weeks to quit smoking and change their lives for good. In parallel we created a French language version, ‘A Bas A Le Tabac,’ with identical format, following two smokers in Montreal.Over the series, we share our quitters’ emotional journey and follow as they experience challenges and triumphs. Through interviews, embedded observation and video diaries, we learn that no one solution fits everyone, and not everyone has the same definition of success when it comes to quitting.Describe the different channels and how they worked together.The series has flourished on a branded YouTube channel alongside a SmoberUp Facebook community. Initial awareness of the program was driven by 15” TV bumpers and 15” YouTube pre-roll executions, A/B tested for optimized consumer engagement and conversion.

Outcome

What happened as a result of the communication activity?SmoberUp became the #1 most subscribed Canadian YouTube brand channel (at peak) and has garnered over 500,000+ combined views in Canada. There’s been a 26% online coupon redemption rate to date.How did the communication achieve the goals and influence business outcomes?SmoberUp has generated a renewed interest from Canadian consumers, prompting a significant increase in total sales across all formats compared to year ago average.

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