Title | EVERY 6 SECONDS |
Brand | QUIT |
Product / Service | QUIT |
Category | A09. Use or Integration of Digital or Social media |
Entrant | M&C SAATCHI Sydney, AUSTRALIA |
Entrant Company | M&C SAATCHI Sydney, AUSTRALIA |
Contributing Company | M&C SAATCHI Sydney, AUSTRALIA |
Production Company | FSM DESIGN + VFX Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Glyn Mcintosh | QUIT | Ceo |
Ben Welsh | M/C Saatchi | Executive Creative Director |
Ant Melder | M/C Saatchi | Creative Director |
David Jackson | M/C Saatchi | Art Director |
Josh Bryer | M/C Saatchi | Copywriter |
Rod James | M/C Saatchi | Head Of Moving Images |
Mick Perry | M/C Saatchi | Executive Producer |
Simon Hammond | Simon Hammond | Dop |
Jaimes Leggett | M/C Saatchi | Ceo |
Matt Porter | M/C Saatchi | Pr Director |
Claire Jobes | M/C Saatchi | Pr Manager |
Branded content in Australia is underutilized. Vine itself is an untapped medium – especially Vines created with a meaningful message that makes relevant use of the 6-second duration.
QUIT needed an idea that could shock smokers, young and old, into giving up. The audience was 3-fold: - Underage smokers - People who’re already smoking - People who’ve been smoking for a long time The ideal insight presented itself, in a simple, hard-hitting fact issued by the World Health Organisation: one person dies every 6 seconds due to tobacco. Vine, with its 6 second looping videos, was the perfect medium for the message. Three Vines were made, one for each major smoker demographic. Each a chilling demonstration of how often – and how many – smoking kills. World No Tobacco Day was a great media opportunity.
Shares to Facebook and Twitter ensured that each of the 3 Vines reached a wider audience. Free media coverage raised awareness further. Both of which led to a viral explosion of the message.
In the first 3 weeks: -142K Likes - 73K Revines - 11.3K Vine followers - 19K Tweet mentions Earned Media: 423,661 Happy Client: "The Vine campaign has given us a bunch of followers, across all ages, from underage millennial smokers to lifetime habituals. New people, many of them smokers, who we can engage with and talk to on a regular basis. It's given us an even greater chance of reducing the scary 6-seconds statistic."- Glyn McIntosh, CEO of QUIT