National Cancer Society Malaysia DM BRAIN DEVELOPMENT by Y&R Kuala Lumpur

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Industry Anti-smoking
Media Direct marketing
Market Malaysia
Agency Y&R Kuala Lumpur
Creative Director Gigi Lee
Copywriter Donovan Chew
Photographer Allen Dang - Wizard Photography
Released March 2011

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Product/Service: ANTI SMOKING
Date of First Appearance: Mar 31 2011
Entrant Company: Y&R MALAYSIA, Kuala Lumpur, MALAYSIA
Chief Creative Officer: Edward Ong (Y&R Malaysia)
Creative Director: Gigi Lee (Y&R Malaysia)
Copywriter: Donovan Chew (Y&R Malaysia)
Art Directors: Gigi Lee/Azlaili Yunus/Nikken Chong (Y&R Malaysia)
Photographer: Wizard Photography
Art Buyer: T L Tan (Y&R Malaysia)
Account Supervisors: Annie Boo/Nikhil Joshi/Michelle Tan (Y&R Malaysia)
Medical Director: Dr Saunthari Somasundaram (National Cancer Society Malaysia)
Media placement: Posters - Clinics - March 31, 2011

Describe the brief/objective of the direct campaign.
The client wanted to talk to expecting mothers about the dangers of smoking, especially during pregnancy. Most women seem to have as laissez faire attitude towards lighting up, as evidenced when a renowned national celebrity was seen smoking continuously throughout her pregnancy.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We had to overcome a general apathetic attitude. Most women smokers have seen and heard it all. There is message fatigue in the market place. The communication had to shock them into taking action.

Explain why the creative execution was relevant to the product or service.
The campaign had to be careful not sound preachy. We couldn't talk down to the markets either, and felt that a headline approach would only appeal to only selected audiences. Not only that, the client needed an image that would communicate the dangers in 3 seconds or less. After several attempts, we decided on a hard-hitting graphic approach.

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 campaign was recently launched and is complemented by digital and on-ground activities organised by the client. Results are currently being quantified at this stage.