The Department Of Health DM QUIT KIT by Partners Andrews Aldridge


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Industry Anti-smoking
Media Direct marketing
Market United Kingdom
Agency Partners Andrews Aldridge
Creative Director Paul Snoxell, Andy Todd
Art Director James Fairburn, Al Mackie
Copywriter Jason Andrews. Mike Poole, Dave Mance
Released December 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Date of First Appearance: Dec 26 2009 12:00AM
Copywriter: Dave Mance (Partners Andrews Aldridge)
Art Director: James Fairburn (Partners Andrews Aldridge)
Copywriter: Mike Poole (Partners Andrews Aldridge)
Art Director: Al Mackie (Partners Andrews Aldridge)
Account Director: Hanisha Kotecha (Partners Andrews Aldridge)
Campaign Manager: Matt Olanda (Partners Andrews Aldridge)
Planner: Hazel Reed (Partners Andrews Aldridge)
Creative Director: Paul Snoxell (Partners Andrews Aldridge)
Creative Director: Andy Todd (Partners Andrews Aldridge)
Team Head, Tobacco Control: Matt Reynolds (COI)
Media placement: TV X 2 Spots - ITV, C4, Sky Media, IDS, ITV Digital, C5, Dolphin - 26th December 2009
Media placement: Online - Youtube - 26th December 2009
Media placement: Door Drops - Nationwide - 26th December 2009
Media placement: Inserts - What’s On TV, TV Quick, TV & Satellite Weekly, TV Times, Asda Magazine - 26th December 2009

Describe the brief/objective of the direct campaign.
Our brief was to target hardened smokers (mainly routine and manual workers). These are people who hate being preached to. They know the dangers of what they’re doing and the majority want to stop. But they want to do it alone, they don’t think they have a problem and they don’t think they need help.

Explain why the creative execution was relevant to the product or service.
The executions simply demonstrate what happens when you don’t use the right tools for the job – in this case the Quit Kit. The window cleaner TV ad is one of our favourites. It shows a window cleaner using a trampoline, instead of a ladder, to clean windows. It’s a lovely piece of film that generated real intrigue. There were blogs online questioning whether it was real. It was. We used an incredible athlete to create a really memorable piece of film. His online following has generated thousands of online impressions.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We could have written a campaign to persuade people to get help, but we went one step further. We came up with a practical tool kit. Our target market (mainly manual workers) use tools all day long to get the job done. So why should it be any different when they’re trying to stop smoking? Once we had positioned our Quit Kit as a tool it made it easy for our target market to call and order one. They no longer saw support as a crutch, or a sign of weakness.

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.
Our campaign generated hundreds of thousands of pounds worth of free PR. Demand for the Quit Kit was so high that our website crashed. Response soared by 233% from last year and conversion rates went up by four times. Our cost per response dropped from £63 to £20. We had 405,000 orders within the first two months. 234,900 people went on to make a quit attempt. This should save the NHS a huge sum of money. More importantly it will save thousands of lives.