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Pfizer: Doctors against smoking
| See full size 400x279 px | |
| Released: | January 2008 |
| Advertiser: | PFIZER  |
| Agency: | Reactiv New Media and Deep White |
| Country: | Latvia |
| Category: |
Toiletries & pharmaceuticals
|
| Awards: |
Golden Hammer 2008 Best Use of Media Silver
|
| Tags: |
Award show winner
|
Credits:
Agency: Reactiv New Media and Deep White
Country: Latvia
Entry title: Doctors against smoking
Product/Service: Anti-smoking prescription medicine
Brand name: Pfizer
Advertiser: Pfizer
Account director: Egle Klekere
Media Planner: Sergejs Timonins
Creative director: Ilze Filmanovica, Ginta Bormane
Copywriter: Ilze Filmanovica, Ginta Bormane
Production company: Deep White, Reactiv
Creative idea: Strategy is based on strong insight about consumer behavior. At the end of the year, people desire to change their life and to put some pressure on specific desire they do share this with friends. Survey on Latvia's leading social network, draugiem.lv, was conducted to ask portal users about their hopes for the new year. 46000 users said they'd quit smoking - this formed a group with common goal, what was the base for communication platform.