Медиа-проект "Quitter", бренд: Здоровый образ жизни, агентство: Hasan & Partners
Название: Quitter
Агентство: Hasan & Partners
Бренд: Здоровый образ жизни
Страна: Финляндия
Сектор бизнеса: Социальная реклама
Год выхода: 2011
Вид рекламы: Медиа-проекты
We needed to reach Finnish teenagers who smoke or are in danger of starting a habit. So we created a social media community that rewarded teenagers daily for engaging in a nti-smoking information and chat.The basis of the community was compiled from previous campaigns social media data and user info. Also databases of previous promotional campaigns were utilized. We invited the target audience through electric direct mail to join a socila media community that rewarded teenagers daily for engaging in anti-smoking information and chat. The daily anti-smoking questions and answers were presented by a-list celebrities.The credits the kids received every day for engaging were valid currency in the Quitter store offering them instant gratification for not smoking.The fashionable purchases demonstrated the profitability of non-smoking as the teenagers shared pictures of their rewards on their social media profiles.
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