Nicorette: One Breath [image]

Credits & Description:

Title: One Breath
Agency: Amvbbdo
Brand: J & J
Country: United Kingdom
Entrant Company: Amvbbdo, London
Advertising Agency: Amvbbdo, London
Production Company: Rsa Films, London
Executive Creative Director: Alex Grieve (Amvbbdo)
Executive Creative Director: Adrian Rossi (Amvbbdo)
Chief Creative Officer: Paul Brazier (Amvbbdo)
Art Director: Rich Littler (Amvbbdo)
Writer: Zac Ellis (Amvbbdo)
Creative Director: Phil Martin (Amvbbdo)
Creative Director: Colin Jones (Amvbbdo)
Agency Producer: Selina Dey (Amvbbdo)
Director: Toby Dye (Rsa Films)
Production Company Producer: Ben Porter (Rsa Films)
Editor: Julian Eguiguren (Final Cut)
Editor: Ben Leaves (Grand Central Studios)
Execution:
Over a stunning vista of the sea we watch a free diver prepare for his dive. We hear the voiceover of Daan Verhoeven, a smoker we learn has quit smoking, discovered a free-diving passion, and never looked back. As the film progresses we hear Daan describe the extra lung capacity he found, his personal story, the struggle of quitting and the beauty of free-diving. Once past Daan’s national free-diving records and other achievements, Nicorette branding appears with the encouragement to ‘Do something incredible’. An additional endframe urges Youtube viewers to click and explore the accompanying 360 interactive film - to ‘dive’ with Daan, or view further content on Nicorette’s most successful quit products.‘One Breath’ was largely implemented via Youtube, but a ‘thumb-breaking’ 30sec Facebook edit also helped tease the full story and encourage additional views. The film was also embedded into local market Nicorette websites around the globe,
Campaign Description:
On average we take about 16 breaths per minuteThat’s 960 breaths per hour,23,040 breaths a day,if we live to be 80 we’ll take 67
768,000 breaths in our lifetime.The campaign demonstrates the extraordinary things we can achieve with just one of those breaths. Breath and lung capacity tests also form part of smoking cessation consultations with health care professionals, so we focused the creative on getting quitters to really think about their lungs, breath, and their vision for quitting. In doing so we hope to inspire a generation of quitters by exploring the boundaries of what is possible when we chose not to take our lungs for granted. And what better way to illustrate this than free diving?This is the story of Daan Verhoeven who finally quit smoking and has never looked back, surprising even himself with what is now possible.
Outcome:
The ‘One Breath Project’ was Nicorette’s most effective piece of content to date, achieving over 3.4m impressions. Cutting through the wealth of stop-smoking content available online, it gave consumers a genuinely inspiring story told in a genuine and appealing way. View-through rates hit 37%, twice the category benchmark and double the performance of the 2015 content.With paid-for support on YT, teaser-traffic from FB, and presence within Nicorette websites, views rapidly rose to over 2million views. A 360 interactive experiential installation offered quitters a way to engage further with the content, giving them more education on NRT, and discounts for local retailers.UK activity synched with ‘Stoptober’ comms, leveraging the government initiative to get the nation quitting and contributing to a 200% uplift in sales during the campaign period. In other markets the content acted as an inspirational beacon, seeing a halo across more product-led, or utility content.
Strategy:
Nicorette’s brand platform is ‘Do Something Amazing’ (‘Do something Incredible’ in the UK) – it recognizes the achievement of quitting, and highlights the thought that once you quit smoking, more amazing things become possible. Research demonstrated that this strategy resonates with quitters – and has the ability to turn the traditional, category-generic testimonial video on its head.The key challenge: drive views and engagement. We wanted to cut through the ‘Stoptober’ clutter to deliver inspiring and engaging content.
Brief with projected outcomes:
Smoking cessation and RX regulation pays specific attention to quit benefits, with UK messaging approved by PAGB. Quitter testimonial content ‘One Breath Project’ made clear that ‘Mr Verhoeven was paid by the makers of Nicorette for his time in producing this video and he does not endorse Nicorette products’.
Synopsis:
Quitting smoking can be a tough, lonely, and demoralising experience. The chances are most quitters who are in the market for Nicotine Replacement Therapy products (NRT) will have tried and failed to quit multiple times previously. A situation GPs, healthcare professions and smoking cessation consultants know only too well.The realisation that willpower alone won’t get you to the finish line is tough to embrace, and the cyclical nature of quit attempts erodes confidence that for them the finish line even exists. Smoking cessation communications often focus on ‘blitzing cravings’, coupled with drab testimonials and products positioned as a distress medical purchase. Nicorette wanted to inspire quitters with a real story of what one man achieved once he had beaten smoking for good.