The Brief

With one of the world's largest population of tobacco users, it's possible to say that India also has the most number of smokers wanting to quit their habit. But having said that, most people don't use products like Nicorette to help them quit. We needed to give people a reason to try and quit with Nicorette.

Creative Execution

Nicorette through this idea tapped into a key trigger for use of the product. What we found was that smokers only think of quitting with a product like Nicorette when they have to spend long stretches of time in non-smoking spaces. Added to that, we also found the support of their loved ones helped them get through the journey to quit smoking more successfully. And this idea helped offer that too.

Describe the creative solution to the brief/objective.

What if we were to create the world's biggest non-smoking zone? Around World No-tobacco day, we launched the DONATE YOUR SPACE PROGRAM in association with Facebook. We created a Facebook app where family members of smokers could register and donate their personal, official and virtual spaces to support the cause. And immediately using GPS we officially declared that space as a non-smoking zone.

Results

An honest and unique campaign from a brand to create tobacco-free environment, it was deemed a phenomenal success. Over 1.1 million sq. ft. of space was donated by more than 1,580 donors. It created a massive 1,80,000 opportunities for people to see the brand. It also made the Nicorette brand synonymous with quitting tobacco.