TABACONOMIA by Master Comunicacao for Tabaconomia

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TABACONOMIA

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Industry Anti-smoking
Media Promo & PR, Case study
Market Brazil
Agency Master Comunicacao
Art Director David Keller
Released August 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: TABACONOMIA
Product/Service: ANTI-SMOKING CAMPAIGN
Agency: MASTER COMUNICAÇÃO
Date of First Appearance: Aug 3 2009 12:00AM
Entrant Company: MASTER COMUNICAÇÃO, Curitiba, BRAZIL
Chief Creative Officer/Creative Director/Copywriter: Flavio Waiteman
Creative Director/Copywriter: Victor Afonso
Art Director: David Keller
Web Designer: Jimmy Nisgoski
Agency Producer: Thaysa Bono
Photographer/Illustrator: Alexandre Salgado (ArtLuz Studio)
Production Company: (MidiaEffects)
Media placement: Newspaper Ad - Propmark - 03/08/2009
Media placement: Site - Www.tabaconomia.com.br - 03/08/2009
Media placement: Posters - Bars, Restaurants - 03/03/2010
Media placement: Magazine Ad - Top View Magazine - March 2010
Media placement: Magazine Ad - Colunistas PR - January 2010
Media placement: Interactive Advertising - Jornale - 03/08/2009

Results and Effectiveness
Tabaconomia (Tobacconomics) turned into an online buzz. In a short time, people were tweeting and blogging about it. Over 10,000 smokers from 57 different countries have used the Tobaccalculator. And now, every time they light up, they know they are burning much more than just another cigarette.

Creative Execution
To generate traffic to the website, Tabaconomia (Tobacconomics) ran print ads, posters and a web banner that burned an MP3 player online in real time over 4 consecutive days. The idea was to impact smokers with dreams that they might have burnt with cigarette smoking. PR had a significant role in the strategy. Shortly after Tabaconomia (Tobacconomics) was launched it was covered by Brazil’s largest newspaper and its ads and posters could be found on websites and blogs all over the world. It proved to be a successful low-cost campaign.

Insights, Strategy & the Idea
Many studies show that in some developing countries as much of 10% of household expenditures are on tobacco. This leaves less money for basic items like food, education, health care and consumer dreams such as a new TV set or a car. However, anti-smoking advertising never warned about the impact cigarettes have on the economy. Until now. Thus was born Tabaconomia (Tobacconomics), a website that helps smokers find out how much they really spend on cigarettes through an online tool: the Tobaccalculator.