BELOW THE LINE ADVERTISING by BETC Euro Rscg Paris for Cnct (comite National Contre Le Tabagisme)

BELOW THE LINE ADVERTISING

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Industry Anti-smoking
Media Promo & PR, Case study
Market France
Agency BETC Euro Rscg Paris
Creative Director Virginie Lepere, Hugues Pinguet
Art Director Dima Kronfol, Fred Van Hoof, Thomas Derouault, Nicolas Herenstein
Copywriter Benoit Menetret, Jean-Francois Le Marec - Dimitri Hekimian, Frédéric Boucaumont
Released April 2011

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: CNCT
Product/Service: ANTI TOBACCO CAMPAIGN
Agency: EURO RSCG 360
Date of First Appearance: Apr 27 2011
Entrant Company: EURO RSCG 360, Suresnes, FRANCE
Entry URL: http://www.eurorscg360.com/
Creative Director: Hugues Pinguet (Euro RSCG 360)
Art Director: Nicolas Herenstein (Euro RSCG 360)
Copywriter: Dimitri Hekimian (Euro RSCG 360)
Art Director: Thomas Derouault (Euro RSCG 360)
Assistant Art Director: Hakim Idriss (Euro RSCG 360)
Copywriter: Frédéric Boucaumont (Euro RSCG 360)
Copywriter: Benoit Menetret (Freelance)
Art Director: Fred Van Hoof (Freelance)
Sound Production: Luc Rouzier (Monsieur Du Son)
Art Buyer: Isabelle Baud (Euro RSCG 360)
Media placement: Teats - Pharmacies, France - 10 Mars 2011
Media placement: Pregnancy tests - Pharmacies, France - 10 Mars 2011
Media placement: Fake cigarette pack in maternity kits - Maternities, France - 10 Mars 2011
Media placement: Condoms - Pharmacies, France - 10 Mars 2011
Insights, Strategy & the Idea
The main aim of the video is to showcase the campaign launched for the National Comittee Against Tobacco.
It presents everything that has been done for the campaign and its results.
It features the film "breaking the cycle", the main element of the campaign.
Creative Execution
We decided to use the same tone as in the film "breaking" the cycle" which was cynical and impactful.
To reach that goal we featured a baby smoking a cigarette and used his arms several times to swipe screens.
In addition, the graphic design of the movie is reminiscent of childhood. It's in keeping with our target and our goals, and it brings beauty and poetry to the case.
We broadcast the case on YouTube and sent it to the major news agencies.
Results and Effectiveness
Facebook allowed us to recruit an additional 60% of fans.
On Twitter, the number of CNCT followers has doubled.
Blogs about the subject spread fast.
1,300 graceful broadcasts over more than 17 TV channels, the equivalent of 1,5 million euros of media buying space,
The press seized the phenomenon in more than 25 countries. The number of views exceeded our expectations on YouTube, whereas the visits on the CNCT website has multiplied by a hundred since the launch of the campaign. The whole project led to more than 40,702,120 informed contacts.
Results: People between 15-25 years old were the ones most aware.