Niquitin Promo, Case study THE LAST CIGARETTE by TBWA\ Milan

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THE LAST CIGARETTE

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Industry Health & Pharmaceutical Products
Media Promo & PR, Case study
Market Italy
Agency TBWA\ Milan
Executive Creative Director Nicola Lampugnani, Paolo Troilo - Francesco Guerrera
Art Director Francesco Caruso
Copywriter Stefano Cucinotta
Released December 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: GLAXOSMITHKLINE
Product/Service: QUITTING SMOKING PILLS
Agency: TBWA\ITALIA
Date of First Appearance: Dec 10 2010
Entrant Company: TBWA\ITALIA, Milan, ITALY
Executive Creative Director: Francesco Guerrera (TBWA \ Italia)
Executive Creative Director: Nicola Lampugnani (TBWA \ Italia)
Copywriter: Stefano Cucinotta (TBWA \ Italia)
Art Director: Francesco Caruso (TBWA \ Italia)
Accounts: Diletta Carminati (Integer)
Media placement: Event - Italian Most Famous Places. - December 2010

Insights, Strategy & the Idea
There're a lot of ways to quit smoking, but it's still not so easy. People - young or old - can only count on their will. NiQuitin Mini are pills that allow you to quit smoking one pill at a time.
If you want to quit, you must start from your last cigarette.

Creative Execution
During two days, in 10 cities, our actress reached old and young smokers, asking for a cigarette. We shot all those great moments: their last cigarette. She gave them a free NiQuitin Mini sample, explaining how to quit forever.

Results and Effectiveness
19,700 samples delivered in two days in Italy.
1 smoker every 5 minutes gave up their cigarette and found out how to quit smoking.