Marketing Communications

CASE 4 147

daily basis in urban areas. Cover wraps and multiple execu-

tions highlighted the advantages of quitting and, crucially,

encouraged the press to dedicate influential column inches

to the campaign.

Facebook was a central platform for all campaign activity

with 29 national pages. In August 2011, Facebook fans were

recruited for a photo shoot organised by the world renowned

photographer Rankin to identify national ambassadors

willing to share their ex-smokers’ stories with the rest of

the world. The call for stories was shared virally and seeded

via anti-smoking, health and sports bloggers. The personal

stories were used in the autumn phase of the campaign and

the winners became the ambassadors of the campaign.

From mid-September until mid-October, print and online/

digital media were the key media used – cover wraps, print

ads, Facebook ads, online performance bannering, homepage

takeovers and searches.

In addition, two TV ads demonstrated ex-smokers’ achieve-

ments and were featured on pan-regional TV channels,

Eurosport and Euronews. They were also seeded online

with Go Viral and EBuzzing to extend the reach and enlarge

the potential for discussion. Once again, all media were

directed to the website where visitors could immediately

register on iCoach.

Source : http://www.exsmokers.eu/uk-en/downloads.

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