We know that quitting smoking is far from easy, but it's one of the most incredible things you can ever do. Advertising in this category usually focuses on 'problem solving' but we wanted to buck the trend. Our idea was simple - we wanted to highlight the things that you can achieve when you stop smoking.

The final film execution effectively captures a strong stuntwoman using the product to help relieve nicotine cravings, before continuing on in her aspirational career. This creative idea was also well-placed in the context of the Year of the Woman and proved to resonate with the online audience in our key markets.

The brief was hosted on talenthouse.com and open to the creative community to source completely fresh and new ideas that would complement the ATL execution. Talenthouse's global scale and local community, allowed us to tap into multi-cultural voices and perspectives, that stands out from the clutter.

The brief for the creative community was crafted by Talenthouse and the NICORETTE® brand team over a 2 week period in May 2017. Once live the brief sat on Talenthouse.com for filmmakers to enter ideas for a 6 week period (May -July 2017), garnering 104 treatments from 52 individual filmmakers. A judging and vetting period followed and the content was produced in July-August of 2017. Video was first used on social media in Sweden in December 2017.

The video was distributed in the key markets of Sweden and Denmark and the UK through Facebook and via online video in Sweden and Denmark.

Facebook outcomes:

Sweden

Impressions: 7.5m

Reach: 1.9m

VTR: 24% (9 percentage points higher than average benchmark)

Denmark

Impressions: 5.1m

Reach: 1.6m

VTR: 25% (10 percentage points higher than average benchmark)

TubeMogul outcomes:

Sweden

Impressions: 3.3M

VTR: 60% average

Denmark

Impressions: 2.4M

VTR: 35.5%

Sales outcomes

Looking at sales figures, Nicorette Quickmist sales grew +13% over the campaign period vs the previous year in Sweden (October - Feburary '18; Nielsen data), in Denmark sales grew a massive +30% over the campaign period (October - Feburary '18; IMS data ), showing that the video truly resonated with the key target audience, turning entertainment into sales.

Quickmist value share also grew +2 percentage points over the campaign period vs the previous year in Denmark.

Nicorette overall value sales grew +9% over the campaign period vs the previous year in Denmark.

Overall use of storytelling in a creative execution can affect ROI.