CASE 4 149Figure 4.4 Percentage of smokers agreeing and totally agreeing with the statements after seeing a TV ad, a banner or a
print ad
Source : GFK significant, November 2011 – Base: smokers.Objective 2: conversation and sharing potential
The post-test indicates positive results with both smokers
and non-smokers, as 44% and 36% respectively say that
they talked about the campaign. Moreover, 97% of all
conversations about the campaign have been positive. On
average, 18% of the smokers who have seen the campaign
have recommended it to someone else.Objective 3: effect on attitude and intention
to stop
Having seen this campaign, an average of 28% of smokers
are considering quitting smoking. TV and print have proved
to be the most effective media in this respect. An average
of 20% of the smokers claimed that they visited the web-
site after seeing the campaign, which indicates that they
actively searched for information.Figure 4.5 Viral reach and click-through rate
Source : GoViral, November 2011.The two TV ads led to an average click-through rate
online of 9.15% compared with a GoViral benchmark of
2% to 3% ( Figure 4.5 ). The TV commercials encouraged
people to find out more on the website.Objective 4: iCoach registrations
In the period from 15 June to 31 October 2011, more than
1 million unique visitors visited the website ( http://www.stop
smokingcoach.eu ). There were 359 545 visits to the regis-
tration page, resulting in a total of 145 491 registrations on
iCoach, which means that 40% of the visitors actually regis-
tered on iCoach. This is 30% above the target that was set by
the European Commission. In June 2012, there were already
212 000 registered users on iCoach, with the campaign prov-
ing most effective in the target 25–34 age group ( Figure 4.6 ).
Every time a new campaign wave has been launched it
has boosted the registrations on iCoach ( Figure 4.7 ).M04_PELS3221_05_SE_C04.indd 149M04_PELS3221_05_SE_C04.indd 149 6/5/13 3:00 PM6/5/13 3:00 PM