Nicorette Promo, Case study SMOBERUP by EVIDENTLY

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SMOBERUP

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Industry Health & Pharmaceutical Products, OTC Medicines (Pain Relievers, Cold & Flu)
Media Promo & PR, Case study
Market United Kingdom
Agency EVIDENTLY
Art Director David Moore
Released June 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: JOHNSON & JOHNSON, NICORETTE
Product/Service: NICORETTE SMOKING CESSATION RANGE
Agency: EVIDENTLY
Date of First Appearance: Jun 21 2010
Entrant Company: EVIDENTLY, London, UNITED KINGDOM
Entry URL: http://www.youtube.com/user/smoberup
Chief Executive Officer/ Director: Daniel Saul Zeff (EVIDENTLY)
Vice President Toronto/ Series Creator: Marisa May Caple (EVIDENTLY)
Head of Production/ Series Creator: Alex McDonald (EVIDENTLY)
Post- Production/ Online Editor: John Weeks (EVIDENTLY)
Head of Design/ Art Director: David Moore (EVIDENTLY)
Media placement: Online Series - 10 Webisodes - SmoberUp YouTube Channel - 21/06/2010

Insights, Strategy & the Idea
The Objectives
Increase NICORETTE brand affinity, raise awareness across all formats and drive volume sales.

Target
Canadians trying to quit, those just thinking about quitting and of course their loved ones. NICORETTE is the leading brand of nicotine gum, but awareness of its other formats is relatively low.

Insight
Once they’ve decided to quit, people tend to fail (repeatedly) before they succeed. Getting started, much less starting over, can feel like an epic and emotional battle. And we all know someone who's gone through it, though no two quit stories are the same.

Relevance
SmoberUp holds a mirror to all potential quitters. It establishes that every moment without a cigarette is a moment to celebrate - a dramatic illustration of the gift of freedom that quitting can enable. It carves a unique space for NICORETTE as the only brand that speaks honestly, engages expertly and truly gets it.

Creative Execution
What was the creative strategic solution?
SmoberUp is a 10-part docu- reality series chronicling the real experiences of eight Canadians who have ten weeks to quit smoking and change their lives for good. In parallel we created a French language version, ‘A Bas A Le Tabac,’ with identical format, following two smokers in Montreal.

Over the series, we share our quitters’ emotional journey and follow as they experience challenges and triumphs. Through interviews, embedded observation and video diaries, we learn that no one solution fits everyone, and not everyone has the same definition of success when it comes to quitting.

Describe the different channels and how they worked together.
The series has flourished on a branded YouTube channel alongside a SmoberUp Facebook community. Initial awareness of the program was driven by 15” TV bumpers and 15” YouTube pre-roll executions, A/B tested for optimized consumer engagement and conversion.

Results and Effectiveness
What happened as a result of the communication activity?
SmoberUp became the #1 most subscribed Canadian YouTube brand channel (at peak) and has garnered over 500,000+ combined views in Canada. There’s been a 26% online coupon redemption rate to date.

How did the communication achieve the goals and influence business outcomes?
SmoberUp has generated a renewed interest from Canadian consumers, prompting a significant increase in total sales across all formats compared to year ago average.