DONATE YOUR SPACE

TitleDONATE YOUR SPACE
ClientJOHNSON & JOHNSON CHINA
Product / ServiceNICORETTE
CategoryA02. Best Use of Social Media
EntrantBBDO INDIA Mumbai, INDIA
Entrant Company BBDO INDIA Mumbai, INDIA
Advertising Agency BBDO INDIA Mumbai, INDIA

The Campaign

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. We created the World's biggest Non-smoking. 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.

The Brief

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.

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.

Execution

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.

The Situation

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.

The Strategy

The campaign needed to help smokers quit with the help of Nicorette. The plan was based on the fact 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.

Credits

Name Company Position
Ajai Jhala/Rajat Mendhi Bbdo India Planner
Keegan D'mello/Shefali Kothari/Schelicia Caszo R Bbdo India Account Director
Josy Paul/Rajdeepak Das/Sandeep Sawant/Saki Surte Bbdo India Copywriter
Josy Paul/Rajdeepak Das/Sandeep Sawant/Saki Surte Bbdo India Art Director
Josy Paul/Rajdeepak Das/Sandeep Sawant Bbdo India Creative Director
Rajdeepak Das Bbdo India Executive Creative Director
Josy Paul Bbdo India Chairman/Chief Creative Officer