COI DM, Promo, Case study SMOKEFREE GENERATION by Agency Republic London, Mcbd

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Industry Charities, Foundations, Volunteers, Anti-smoking
Media Direct marketing, Promo & PR, Case study
Market United Kingdom
Agency Agency Republic London
Associate Creative Director Phil Wilce
Art Director Jim Stump
Designer Ben Heath
Agency Mcbd
Released September 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Agency: MCBD
Date of First Appearance: Sep 19 2009 12:00AM
Entry URL:
Business Director: Gavin Marshall (Agency Republic)
Senior Planner: Sarah Monring (Agency Republic)
Associate Creative Director: Phil Wilce (Agency Republic)
Senior Creative: Charlie Johnson (Agency Republic)
Art Director: Jim Stump (Agency Republic)
Project Manager: Mat Agbaba (Agency Republic)
Film Producer: Tom McLoughlin (Agency Republic)
Film Editor: Tim Gardiner (Agency Republic)
Designer: Ben Heath (Agency Republic)
Creative Technologist: Gabor Szalatnyai (Agency Republic)
Media placement: Rich Media Campaign/Targeting - MSN Hotmail, Platform A Ad Network - 19 September 2009
Describe the brief/objective of the direct campaign.
The overall aim of this campaign was to reduce smoking prevalence among a very specific target audience - routine and manual working parents (broadly but not exclusively C2DEs). The target audience are notoriously difficult to reach online. Our challenge was to find them and deliver a powerful message with maximum impact. Our online objective was to disrupt the routine of the audience in order to deliver a hard-hitting message and increase motivation to quit smoking. They’re an audience who have become increasingly hardened to shock messages about the effects of smoking.
Explain why the creative execution was relevant to the product or service.
The creative served depended upon the degree of viewer interaction with the ads our audience had been exposed to at that point. Had someone been exposed to an ad with a call to action, ‘I have a message for you, click to listen’ and not interacted, next time they received a stronger call to action ‘You didn’t listen to me, I’m really worried about you – click to listen’. Research showed that ‘family’ is the most powerful motivator for R&Ms which is why capturing the emotion of a child’s plea to a parent to quit smoking is particularly relevant.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our creative solution was a series of online films which capture the emotion of a child’s plea to a parent to quit smoking. For 48 hours we surrounded our audience with messages from real children. To hear the audio we required a click response from the viewer. This was an opportunity to innovate. The creative served to prompt this response varied, depending on its environment: we used contextually relevant copy that referenced the placement of the ad in order to increase cut-through and response rates.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
With a recently introduced government target of halving smoking rates among routine and manual workers by 2020, this digital work marks a step change in advertising communications for the Department of Health.80% expansion rate massively outweighed Eyeblaster average of 24%281,000 hours spent by people watching the video in our ads94% of viewers watch the films all the way throughThe most successful Smokefree digital campaign everMulti-award winner