SMOKE by Serviceplan Munich for GLÜCKLICHER NICHTRAUCHER NACH MEHLHORN

SMOKE

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Industry Anti-smoking
Media Promo & PR, Case study
Market Germany
Agency Serviceplan Munich
Art Director Ekki Frenkler
Photographer Alan Grund
Released March 2011

Credits & Description

Category: Best Use of Integrated Media
Advertiser: WWW.GLÜCKLICHER-NICHTRAUCHER.DE
Product/Service: ANTI-SMOKING-SEMINARS
Agency: SERVICEPLAN
Date of First Appearance: Mar 22 2011
Entrant Company: MEDIAPLUS, Munich, GERMANY
Creative Director: Ekki Frenkler (Mediaplus Gruppe)
Managing Director: Matthias Harbeck (Serviceplan)
Text/Copywriter: Frank Seiler (Serviceplan)
Consultant: Sandra Stern (Serviceplan)
Consultant: Corinna Lauerer (Serviceplan)
Graphic Design: Franz Röppischer (Serviceplan)
Graphic Design: Michael Haggenmüller (Mediaplus)
Managing Director: Jochen Lenhard (Mediaplus)
Screendesign: Jakub Moravek (Freelancer)
Photographer: Alan Grund (Freelancer)
Camera: Bernd Hillemeier (Freelancer)
Offline: Peter Kirschbaum (Freelancer)
Art Direcotor: Stefanie Louda (Serviceplan)
Graphic Design: Hans Zieringer (Mediaplus)
Art Director: Ekki Frenkler (Mediaplus)
Text/Copywriter: Ekki Frenkler (Mediaplus)
Media placement: Mirror - Live Act - Airport - 22.03.2011
Media placement: Taxi - Live Act - Cities - 24.03.2011
Media placement: Business Cards - distributed in bars and restaurants in cities - 24.03.2011
Media placement: Flyer - Handed Out To People - 22.03.2011
Media placement: Facebook Page - Internet - Facebook - 22.03.2011

Insights, Strategy & the Idea
As part of their anti-smoking programme, Glücklicher-Nichtraucher.de (translation: lucky non-smokers) came to us to advertise their weaning seminars. The fact is, however, that it’s hard to appeal to smokers and get them to quit the habit. First, because it's just so hard to stop smoking and second, because they choose to ignore the consequences of their actions. This is why we confronted smokers in a surprising yet drastic way with the consequences of their smoking: Death.

Creative Execution
We built designated smoking areas at various airports, featuring a mirror which turned out to be an intelligent, interactive sign. Behind the semi-transparent mirror we set up a display, which played a motion-activated video. Suddenly, the smoker would see Death itself standing right by them. We also distributed business cards in bars and pubs which advertised an unusual service: the smoking taxi. In other words, a taxi that allows smoking. Whoever called for the taxi, however, would be picked up in a refurbished hearse. And we gave Death a face: on Facebook. Posing as the Grim Reaper, we spoke to fans of cigarette brands like Lucky Strike and let them know that Death was thrilled to see they were smokers. As an alternative to a “speedy acquaintance" with Death, we let the smokers know about the seminars offered by www.Glücklicher-Nichtraucher.de.

Results and Effectiveness
Most of the smokers, in the airports, the taxi and on Facebook alike, were completely surprised by this sudden meeting with Death. The campaign triggered various reactions, but left no one indifferent. Many smokers admitted that they would gladly stop smoking but they lacked the necessary assistance, the very same assistance which Glücklicher-Nichtraucher.de offers. Immediately after the campaign, visitors to the website doubled and the number of new registrations for the anti-smoking seminars rose by 30%.