The Campaign

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.

Results

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