Nicorette Radio MARATHON FOR SMOKERS by Otto Stockholm Proximity

Advertising Agency: OTTO STOCKHOLM, SWEDEN
Creative Director: Jonas Lembke
Scriptwriter: Åsa Österlund
Account Supervisor: Andreas Kjellgren
Advertiser's Supervisor: Jonas Grytberg
Director: Kalle Wahlström
Sound Engineer: Martin Sjögren


Script in English
Host: Welcome to Studio Smoke. It’s time for sport. Today, the yearly jog-fest Marathon for Smokers was held in Kent. The entrants were many but no one finished. Roger Duran ran the furthest, 68 meters. Congratulations Roger!

Roger: (very strained voice) Thank you!

Host: How did you manage it?

Roger: I fought hard. I was nauseous even wh … (cough) while we were lining up to start. But I just stuck it out.

Host: Fantastic! Finally Roger, what do you wish for most of all right now?

Roger: A cigarette.

Host: Ahhh, such commitment! For the complete results from today’s marathon, visit www.smokeweek.com
Script in Orginal Language
Programledaren: Välkomna till Studio Rök! Nu över till Sporten. Idag hölls den årliga löpfesten Marathon för Rökare, i Trollhättan. Många var det som deltog, men ingen kom i mål. Jan Bard kom dock längst. 68 meter. Grattis Jan!

Jan: (Jätteansträngd röst) Tack ska du ha!

Programledaren: Hur bar du dig åt?

Jan: Näej … jag kämpade. Jag kände ju blodsmak reda ..(host), redan när vi radade upp oss för start. Men jag bet ihop helt enkelt.

Programledaren: 68 meter. Fantastiskt. Tack ska du ha! Slutligen, Jan, vad önskar du dig mest av allt just nu?

Jan: En cigg.

Programledaren: Vilken kämpaglöd. För hela resultatlistan från dagens lopp, besök www.smokeweek.se
Brief Explanation
Nicorette, a market leader in Nicotine Replacement Therapy, was loosing gum-market shares to competitors offering a more candy-like product. The new soft gum Peppermint was launched to turn the trend. As chewing is believing, the launch was based around sampling, and for effective and broad impact most of it was done online from www.nicorette.se. Parallel to this we let Nicorette’s now famous Craving Man lead his own campaign to save smokers from the dangers of Peppermint use, on www.smokeweek.se, and in a series of radio ads, to generate traffic to the smokeweek website. The target of 10,000 ordered samples was quickly reached and as we write this, 23,000 people have ordered samples.