ICA Promo, Case study QUIT SMOKING by King

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Industry Retail, Distribution & Rental companies, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Sweden
Agency King
Creative Director Frank Hollingworth
Art Director Jonas Yrlid, Nima Stillerud, Alexander Elers, Axel Isberg
Copywriter Pontus Thorén
Account Supervisor Mattias Bohlin
Released December 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: ICA
Agency: KING
Date of First Appearance: Dec 27 2010
Entrant Company: KING, Stockholm, SWEDEN
Creative Director: Frank Hollingworth (King)
Copywriter: Pontus Thorén (King)
Art Director: Axel Isberg (King)
Art Director: Jonas Yrlid (King)
Art Director: Nima Stillerud (King)
Copwriter: Björn Hjalmar (Freelance)
Account Manager: Anna Sjöberg (King)
Account Supervisor: Mattias Bohlin (King)
Media placement: TV-Commercial - Tv & Cinema - 27/12 2010
Media placement: Facebook Application - Facebook - 27/12 2010
Media placement: Web Banner - Internet Advertising - 27/12 2010

Insights, Strategy & the Idea
ICA is the biggest grocery chain in Sweden, and for ten years they've been airing a weekly soap opera comedy commercial on Swedish television featuring a fictive store owner and his staff.
The actor playing the store owner had been smoking for some forty years when we asked him if he would consider quitting smoking his new year’s resolution - as his character as well as himself - and tell the rest of the smoking population to follow his example. The actor agreed!

Creative Execution
In the last episode of 2010 the store owner suddenly lit a cigarette before the eyes of the Swedish people, revealed his addiction and asked other smokers to make his new year’s resolution theirs.
The commercial referred to ICA on Facebook where smokers could find help, support each other and send smoking friends a film with a personalized message from the store owner. Banners on news sites helped create traffic.
The actor is still a non smoker, and thanks to him, the campaign and all the press it created we hope many others quit smoking too.

Results and Effectiveness
Commercial figures are confidential, but all communication- as well as business objectives- were exceeded.