SMOKING TAXI by Serviceplan Munich for GLÜCKLICHER NICHTRAUCHER NACH MEHLHORN

SMOKING TAXI

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Industry Anti-smoking
Media Promo & PR, Case study
Market Germany
Agency Serviceplan Munich
Copywriter Frank Seiler, Matthias Harbeck
Photographer Alan Grund
Account Supervisor Sandra Stern, Corinna Lauerer, Jochen Lenhard, Daniela Kerschner
Released March 2011

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: GLÜCKLICHER NICHTRAUCHER NACH MEHLHORN
Product/Service: NON SMOKING SEMINAR
Agency: SERVICEPLAN
Date of First Appearance: Mar 22 2011
Entrant Company: MEDIAPLUS, Munich, GERMANY
Chief Creative Officer: Alex Schill
Creative Director/Art Director: Ekki Frenkler
Copywriter: Frank Seiler/Matthias Harbeck
Account Supervisor: Daniela Kerschner/Corinna Lauerer/Sandra Stern/Jochen Lenhard
Graphic Design: Michael Haggenmüller/Hans Zieringer
Photographer: Alan Grund
Camera: Bernd Hillermeier
Offline: Peter Kirschbaum
Media placement: „Smoking taxi“ - „Smoking taxi“ - 22.03.2011

Insights, Strategy & the Idea
The smoking-cessation program “Glücklicher-Nichtraucher.de” (“happy non-smoker“) asked us to develop a promotion with the objective of drawing the attention of smokers to its successful quit-smoking seminars. Smokers – our target group – tend not to be very susceptible to measures aimed at persuading them to quit smoking. Which is because smokers try to forget the effects of smoking. That’s why we decided to confront them directly with the most serious consequence of smoking, namely death. We used this short moment of confrontation and reflection to offer them a simple but effective solution: “www.Glücklicher-Nichtraucher.de”.

Creative Execution
We distributed business cards in bars throughout cities in southern Germany promoting an unusual service: the smoker’s taxi. More precisely, a taxi in which people are allowed to smoke. However, people who dialled the number given on the card were picked up by a most unexpected vehicle, namely a hearse turned into a taxi. And instead of a ride home, the shocked smokers received informational material about the quit-smoking seminars offered by Glücklicher-Nichtraucher.de

Results and Effectiveness
Many smokers called the smoker’s taxi after a night out at a bar – hoping that they could continue smoking on their journey home. Even after being confronted with the hearse, most of them still got in and agreed to receive information on the quit-smoking seminars offered by “Glücklicher-Nichtraucher.de” or took the extensive informational material with them. In the wake of the campaign, the number of visitors to the “Glücklicher-Nichtraucher.de” website rose by over 100% and the enrolment figures for the smoking-cessation seminars increased by 30%.