Ex-Smokers are Unstoppable
Ex-Smokers are Unstoppable
Challenge
The “Ex-Smokers are Unstoppable” campaign was launched by the European Commission (DG SANCO) in 2011. The campaign was created and managed centrally by an agency in London/Brussels, and 27 communication agencies across the European Union were hired and challenged to generate maximum media coverage for the campaign and drive sign-ups for iCoach, an innovative platform that helps people to quit smoking via the internet and mobile phones. Corpcom was challenged to communicate this campaign in Portugal and bring smokers to iCoach so they could become unstoppable ex-smokers.
Strategy
In February 2012, iCoach in Portugal ranked 14th out of the 27 EU member states in terms of users and 10th in terms of usage rate per smoker. How could these numbers be improved? Corpcom began by securing a series of partnerships: the Portuguese Lung Foundation; a partnership with TAP to develop the first smoking cessation incentive guide, which reached 2,340,820 passengers in 3 months; partnerships with NGOs and other institutions to promote the campaign through their channels; a partnership with the DGS (National Program for the Prevention and Control of Smoking); and finally, a partnership with Zé Pedro, guitarist for the band Xutos & Pontapés, to publicize Ex-Smokers Day.
Results
Between March 2012 and December 2013, we generated 194 high-profile news items: 18 on television, 3 on radio, a special broadcast of Manhãs da Comercial, 34 major articles and reports in newspapers and magazines, and 141 online news pieces. The campaign achieved total visibility across all media, resulting in an increase in the number of registrations on the iCoach platform. The news generated had an AVE of over 2.5 million euros.
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