Title | COOL WITHOUT SMOKING |
Brand | THE DANISH CANCER SOCIETY |
Product/Service | ANTI-SMOKING |
Category |
A07. Talent |
Entrant
|
DDB COPENHAGEN, DENMARK
|
Idea Creation
|
DDB COPENHAGEN, DENMARK
|
Media Placement
|
PHD MEDIA Copenhagen, DENMARK
|
PR
|
GEELMUYDEN KIESE Copenhagen, DENMARK
|
Credits
Tim Fremmich Andresen |
DDB Copenhagen |
Copywriter |
Christian Iversen |
Freelance |
Art Director |
Andreas Rasmussen |
DDB Copenhagen |
Art Director |
Mads Faber |
Freelance |
Art Director |
Madeleine Næsborg |
DDB Copenhagen (former) |
Account Manager |
Pernille Gjoels-Andersen |
DDB Copenhagen (former) |
CEO |
Jakob Graves |
DDB Copenhagen (former) |
Graphic Designer |
Soren Solkaer |
http://sorensolkaer.com |
Photographer |
The Campaign
Smoking has always been considered cool. Why? Because it is dangerous and combined with the right people (actors, musicians, models, influencers) you get a look that screams cool. And cigarette companies have been “lucky” in the sense that they got a lot of free branding from the right people.
The problem is that young people look up to these celebrities and influencers and imitate them.
So we decided to replace cigarettes with lollipops. Create buzz about lollipops by placing them in the mouths of celebrities; not telling anyone why. If we could make lollipops something to talk about then we could illustrate why lots of people start smoking.
Because; Hey, if you can look just as cool with a lollipop in your mouth as you can with a cigarette, then it's not the cigarette that makes the difference – it's who you are.
Hence, you can be cool without smoking.
Creative Execution
It started with the production of handmade lollipops made from natural ingredients and no added sugar.
Then we placed/seeded the lollipops at music festivals, in fashion magazines, in a music video etc.
After this we sent direct mails to 100 celebrities and influencers. The DM explained the idea, had a personalised handwritten message for each recipient and 50 lollipops in 3 different flavours. They now started posting pictures on their social channels using only #slikkepind (#lollipop) and we reached the critical social reach numbers where the press started covering the story asking why lollipops were a trend?!
Now The Danish Cancer Society started doing PR about the campaign and we launched a nationwide integrated campaign featuring 13 ambassadors looking cool with a lollipop. Celebrity social posts kept the buzz going.
Finally, a tactical element was added in step 2 with a download app CTA to help the smokers quit.
We sent a direct mail (lollipops and personalised notes) to 100 ambassadors and got a positive response rate (= persons posting pictures of themselves with lollipops) of 49.
Since we do not handle any of the celebrities' or influencers' social channels, all we know is that of the ones participating there was a combined reach on both Instagram and Facebook of approx. 2 mill. for each channel.
Impressions:
PR: +17 million
Media: +25 million
Social media (UNPAID): +110 million
That is an average of 27 impressions per Dane
(Population Denmark: 5.6 million)
KPI results:
- Reflecting whether smoking is cool: 22% (target: 10%)
- Found the message relevant: 79% (target: 50%)
- Ad liking: 64% (target: 50%)
App downloads: +10,000 by end of 2015 (target: 7,500 by end of 2016)
Press stories: +150
Active app users (i.e. users who are following a quit smoking track): Approx. 50%
(no target)
This campaign relied heavily on celebrity and influencer participation. We needed to get them to help spread the message to young people a group who listens much more to their idols than to brands and organisations.
To do get the celebrities and influencers on board we sent direct mails to them and / or their managers. Only if they responded positively to the direct mail would our campaign work.
The target group was young people aged 14-25.
A nationwide study showed that there had only been a small drop in the number of young people who smoke regularly and an increase in the number of occasional smokers.
If we created a classic media campaign young people would probably just ignore the campaign. They are immune to scare tactics and organisations telling to quit. So we had to do things in another way; by being positive and nudging them.
So we started with a secret social experiment and then followed with a media campaign.
The primary call to action was subtle: Cool without smoking. Make the young people make up their own minds – don't push them.
In the second phase we added a message: Let's do something about your smoking habit. Again, we did not say quit or stop - just do something, it is their choice.