Use of Integrated Media | ||||
Client | Cipla Health Care | |||
Brand | Nicotex | |||
Agency | M/six | |||
Brief | Nicotex – a market leading Nicotine Replacement Therapy (NRT) brand existed in the market as a prescription product. Cipla was launching Nicotex – as an OTC product in India. The objective was to explode the market, and make Nicotex the “Go-to” brand whenever a person thinks of quitting smoking. | |||
Scale & Location |
Location/Platform: On air QuitOmeter, sampling (ground attendance 1 mn+), transforming no smoking signages with branding. 200+ content pieces created on air and online each bringing out a new facet. Surround content created via Red FM, NewsX, movement website, app and native platforms Fans positively impacted: Quality of fan responses demonstrate impact. Twitter – Hrithik Roshan, Vijender tweet organically Native content |
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Cultural Context |
Location/Platform: On air QuitOmeter, sampling (ground attendance 1 mn+), transforming no smoking signages with branding. 200+ content pieces created on air and online each bringing out a new facet. Surround content created via Red FM, NewsX, movement website, app and native platforms Fans positively impacted: Quality of fan responses demonstrate impact. Twitter – Hrithik Roshan, Vijender tweet organically Native content |
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Solution |
We made quitting smoking social with the #UQuitIQuit movement wherein a loved one joined in the quitting journey. Nicotex came onboard the ISL, as Quit Smoking Partner; Nicotex signed up 8 celebrities to represent each of the ISL teams driving a social competition. This was supported by a social influencer outreach, website, mobile app, radio and news channel tie-up to create branded content | |||
Results: |
72,000+ social conversation around #UQuitIQuit during ISL 1500+ seconds of active integration across various league assets 100+ videos created with the 8 Ambassadors for social media Nicotex sales up by 2.0X across markets TOM Awareness: 60%, to |
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Insights: |
Paradox: Smoking is social but quitting is always lonely. Challenge: Make quitting social. To make India smoking-free, Nicotex from Cipla launched the #UQuitIQuit movement. This made the loved one, part of the smoker’s quitting journey. Drivin |