QUIT UK Promo, Case study THE END by Iris London

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Industry Anti-smoking
Media Promo & PR, Case study
Market United Kingdom
Agency Iris London
Executive Creative Director Shaun Mcilrath
Copywriter Nick Clements
Designer Silvia Sella
Released January 2011

Credits & Description

Category: Best Use of Other Digital Media
Advertiser: QUIT UK
Date of First Appearance: Jan 26 2011
Copywriter: Nick Clements (IRIS WORLDWIDE)
Designer: Silvia Sella (IRIS WORLDWIDE)
Deputy Creative Director: Ant Melder (IRIS WORLDWIDE)
Deputy Creative Director: Si Mannion (IRIS WORLDWIDE)
Executive Creative Director: Shaun McIlrath (IRIS WORLDWIDE)
Media placement: Digital Insert - Kindle Publications - 26th Jan 2011

Insights, Strategy & the Idea
The target audience was smokers who may, or may not have given up for a New Year's Resolution in January. Research showed that most smokers began to lapse during the last week of January. The strategy was to hit them with a powerful and surprising message to remind them why they had given up / should give up.

Dedicated smokers, tend to be older (45-70). Research showed that while they gave up at least once a year, they quickly reverted to the habit. They have also been immune to years of anti-smoking advertising, so only the hardest-hitting, most relevant messages had any chance of cutting through. They also indexed highly against sedentary leisurely activities, with reading scoring 84%.

Creative Execution
We placed a "digital insert" in the back pages of novels on Kindle. The insert looked like a page from the book, but it read "THE END”. If you smoke, statistically your story will end 15% before it should. For help with quitting call the QUITLINE on 0800 002200.

A paper insert was also placed in books in bookstores, second hand books shops, charity shops that stocked books, vending machines, as well as the Kindle-based publications.

Results and Effectiveness
Calls to the Quitline increased steadily over the weeks following the campaign. By the end of February calls were up 235% and still climbing. At time of entry PR surrounding the activity had achieved a media equivalent value of £2million.