Quit Uk Anti Smoking Helpline: The End
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Brief: Target smokers who may. or may not have given up for o New Year’s Resolution in January. Research showed that most smokers began to lapse during the last week of January.
Solution: A world medio ?rst. To catch them by surprise and remind them why they had given up/should give up. we inserted o page towords the end of o novel on Kindle. The story continued cs normol after the inserted page.
Results: The Kindle page was part of a wider campaign which included physical paper pages being inserted into printed books. Calls to Quitline increased steadily and by the end of February they were up 235%. At time of entry PR surroundng the activity had achieved a media value of £2 million.
Advertising Agency: Iris Worldwide, London, United Kingdom
Executive Creative Director: Shaun Mcilrath
Deputy Creative Director: Ant Melder, Si Mannion
Copywriter: Nick Clements
Designer: Silvia Sella
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