QUIT UK: THE END

Credits & Description:

Category: Best Use of Other Digital Media

Advertiser: QUIT UK

Product/Service: ANTI SMOKING HELPLINE

Agency: IRIS WORLDWIDE

Date of First Appearance: Jan 26 2011

Entrant Company: IRIS WORLDWIDE, London, UNITED KINGDOM

Copywriter: Nick Clements (IRIS WORLDWIDE)

Designer: Silvia Sella (IRIS WORLDWIDE)

Deputy Creative Director: Ant Melder (IRIS WORLDWIDE)

Deputy Creative Director: Si Mannion (IRIS WORLDWIDE)

Executive Creative Director: Shaun McIlrath (IRIS WORLDWIDE)

Media placement: Digital Insert - Kindle Publications - 26th Jan 2011



Insights, Strategy & the Idea

The target audience was smokers who may, or may not have given up for a New Year's Resolution in January. Research showed that most smokers began to lapse during the last week of January. The strategy was to hit them with a powerful and surprising message to remind them why they had given up / should give up.



Dedicated smokers, tend to be older (45-70). Research showed that while they gave up at least once a year, they quickly reverted to the habit. They have also been immune to years of anti-smoking advertising, so only the hardest-hitting, most relevant messages had any chance of cutting through. They also indexed highly against sedentary leisurely activities, with reading scoring 84%.



Creative Execution

We placed a "digital insert" in the back pages of novels on Kindle. The insert looked like a page from the book, but it read "THE END”. If you smoke, statistically your story will end 15% before it should. For help with quitting call the QUITLINE on 0800 002200.



A paper insert was also placed in books in bookstores, second hand books shops, charity shops that stocked books, vending machines, as well as the Kindle-based publications.



Results and Effectiveness

Calls to the Quitline increased steadily over the weeks following the campaign. By the end of February calls were up 235% and still climbing. At time of entry PR surrounding the activity had achieved a media equivalent value of £2million.