NATIONAL NO TABACCO DAY : "ELEVEN MINUTES OF LIFE" Promo / PR Ad by Escala Comunicacao E Marketing

Category: Event and Field Marketing
Advertiser: UNIMED
Product/Service: NATIONAL NO TABACCO DAY
Agency: ESCALA COMUNICACAO E MARKETING
Date of First Appearance: Sep 28 2009 12:00AM
Entrant Company: ESCALA COMUNICACAO E MARKETING, Porto Alegre, BRAZIL
Creative Director: Eduardo Axelrud (Escala Comunicação e Marketing)
Creative Director: Régis Montagna (Escala Comunicação e Marketing)
Art Director: Cristiano Schmitz (Escala Comunicação e Marketing)
Copywriter: Luciana Vieira (Escala Comunicação e Marketing)
Media Planner: Nicolas Motta (Escala Comunicação e Marketing)
Producer: Branca Guedes (Escala Comunicação e Marketing)
Account Executive: Priscila Manjabosco (Escala Comunicação e Marketing)
Account Executive: Carolina Lipinski (Escala Comunicação e Marketing)
Account Manager: Natália Thomaz (Escala Comunicação e Marketing)
Account Planning Director: Lucia Xavier (Escala Comunicação e Marketing)
Account Planner: Fernando Ribeiro (Escala Comunicação e Marketing)
Digital Planner: Alexandre Guerra Godoy (Mazah)
Producer: Vinicius Amorim (Mazah)
Producer: Paulo Cesar Dias (Mazah)
Producer: Thomas Fontana (Mazah)
Media placement: live street intervention - streets in the city of Porto Alegre - 28 August 2009

Describe the objective of the promotion.
In Brazil, every year 45,000 people die as a result of lung cancer. Unimed, a Brazilian healthcare cooperative organisation, launched an action to raise awareness among smokers on the National No Tobacco Day.

Describe how the promotion developed from concept to implementation
During an entire day, an actor walked around the streets and approached smokers. Pretending to be a smoker who had run out of cigarettes, he asked random people for a cigarette. Every time he was given a cigarette, the actor handed the person a leaflet with the following message: “You’ve just gained 11 minutes of life.”

Describe the success of the promotion with both client and consumer including some quantifiable results
Besides generating a huge impact on hundreds of smokers approached by the actor, this action also enjoyed widespread attention on social networks, blogs and twitters. And surely many smokers ended up gaining much more than 11 minutes of life.

Explain why the method of promotion was most relevant to the product or service
More than anything else, Unimed took advantage of this special day to show, in an unusual and creative way, the amount of time each cigarette can take away from a smoker's life.