DONATE YOUR SPACE by BBDO Mumbai for Nicorette

Adsarchive » DM » Nicorette » DONATE YOUR SPACE

DONATE YOUR SPACE

Pin to Collection
Add a note
Industry Health & Pharmaceutical Products
Media Direct marketing
Market India
Agency BBDO Mumbai
Executive Creative Director Rajdeepak Das
Copywriter Josy Paul, Sandeep Sawant, Saki Surte
Released January 2013

Credits & Description

Advertiser: JOHNSON & JOHNSON
Agency: BBDO INDIA
Category: Public Health & Safety, Public Awareness Messages
Advertising campaign: DONATE YOUR SPACE
Planner: Ajai Jhala (BBDO India)
Account Director: Keegan d'Mello (BBDO India)
Planner: Rajat Mendhi (BBDO India)
Creative Director: Rajdeepak Das (BBDO India)
Creative Director: Sandeep Sawant (BBDO India)
Account Director: Schelicia Caszo (BBDO India)
Chairman/Chief Creative Officer: Josy Paul (BBDO India)
Creative Director: Josy Paul (BBDO India)
Art Director: Rajdeepak Das (BBDO India)
Copywriter: Rajdeepak Das (BBDO India)
Art Director: Saki Surte (BBDO India)
Account Director: Shefali Kothari (BBDO India)
Art Director: Josy Paul (BBDO India)
Copywriter: Josy Paul (BBDO India)
Executive Creative Director: Rajdeepak Das (BBDO India)
Copywriter: Saki Surte (BBDO India)
Art Director: Sandeep Sawant (BBDO India)
Copywriter: Sandeep Sawant (BBDO India)

Outcome
An honest and unique campaign from a brand to create tobacco-free environment, it was deemed a phenomenal success. Over 1.1 million sq. ft. of space was donated by more than 1,580 donors. It created a massive 1,80,000 opportunities for people to see the brand.It also made the Nicorette brand synonymous with quitting tobacco.

Execution
Nicorette through this idea tapped into a key trigger for use of the product. What we found was that smokers only think of quitting with a product like Nicorette when they have to spend long stretches of time in non-smoking spaces. Added to that, we also found the support of their loved ones helped them get through the journey to quit smoking more successfully. And this idea helped offer that too.

Client Brief Or Objective
With one of the world’s largest population of tobacco users, it’s possible to say that India also has the most number of smokers wanting to quit their habit. But having said that, most people don’t use products like Nicorette to help them quit. We needed to give people a reason to try and quit with Nicorette.

Implementation
What if we were to create the world's biggest non-smoking zone? Around World No-tobacco day, we launched the DONATE YOUR SPACE PROGRAM in association with Facebook. We created a Facebook app where family members of smokers could register and donate their personal, official and virtual spaces to support the cause.And immediately using GPS we officially declared that space as a non-smoking zone.