PERSONAL JURY JUDGEMENT by Le Bureau Stockholm for A Non-smoking Generation

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PERSONAL JURY JUDGEMENT

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Industry Anti-smoking
Media Direct marketing
Market Sweden
Agency Le Bureau Stockholm
Director Magnus Renfors
Copywriter Hjalmar Delehag
Producer Calle Isberg
Released October 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: A NON-SMOKING GENERATION
Product/Service: ANTI-SMOKING AWARENESS
Agency: LE BUREAU
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: LE BUREAU, Stockholm, SWEDEN
Entry URL: http://competitions.nomonday.com/case/umodels/
Art Director/Copywriter: Jonas Wittenmark (Le Bureau)
Art Director/Copywriter: Tobias Carlson (Le Bureau)
Copywriter: Hjalmar Delehag (Le Bureau)
Account Director: Gustaf Sehlstedt (Le Bureau)
Agency Producer: Petra Dranger Jendermyr (Le Bureau)
: Fredrik Söderhielm (A Non Smoking Generation)
: Sofie Brussel (A Non Smoking Generation)
Director: Magnus Renfors (Hobby Film)
Producer: Calle Isberg (Hobby Film)
Director of Photography: Simon Rudholm (Hobby Film)
Web Producer: Christian Petersson (Perfect Fools)
Web Designer: Alexander Radsby (Perfect Fools)
Media placement: Direct Marketing - Personalised Film - E-Mail - 14 November 2009

Describe the brief/objective of the direct campaign.
TARGET AUDIENCE: Young Swedish females STRATEGY: Studies show that young Swedish females smoke more than ever. Instead of communicating the well known fact that smoking kills, we chose to focus on something closer to home – their appearance.

Explain why the creative execution was relevant to the product or service.
Reality shows like American Model and Project Runway are huge in Sweden. Fashion blogs and the interest in fashion has exploded in the last couple of years. We believe it's the most significant cultural phenomenon among young Swedish women today. Therefore, that's where we aimed to gain their attention. The tobacco companies spend a fortune on 'product placements' to make cigarettes a part of the fashion industry. We need to kill the myth that smoking is sexy and fashionable.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
SOLUTION: The fake model agency U-Models invited women to participate in an online casting. Applicants uploaded a photo and answered some questions. The information was used to create personalised films that were sent out by e-mail. In the films the applicants saw themselves as future smokers. It was revealed that U-Models was short for Ugly Models – the model agency for smokers. After the film the applicants were forwarded to uglymodels.se where they could read about how smoking affects the appearance. Also, Sweden's leading agency Mikas looked through all applications and three girls were picked for an editorial fashion shoot.

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.
The objective was to reach 1000 applicants. 4389 young women applied. 80% thought the message was clear. 68% of the women who were smoking said that the campaign motivated them to stop. The campaign was picked up on national TV. It appeared in Sweden's leading teen girl magazine Veckorevyn and was a hot topic throughout the campaign in the Swedish blog-o-sphere. A Non Smoking Generation claims in business industry tabloid Resumé: –We have never hit our target group so well before.