Malaysian Media Awards Winners Showcase

The Challenges
Nicorette, a smoking cessation product had low consideration amongst the largest smoking demographic: Malay Men. Our challenge: Drive Brand Consideration and Adoption among them.

Insight, Strategy and the Idea
70% of Malay Men try to quit during Ramadan because they can’t smoke while they fast. But willpower collapses as soon as they “buka”. Smokers, after a glass of water, light up a cigarette to ease their daylong cravings. In fact, smokers who quit right before Ramadan have a 50% chance to relapse because the stress of fasting and quitting smoking is too much. As this was the time most Malay quitters fail, let’s help them instead with Nicorette targeting them at the exact moment they feel the urge during Ramadan.

Media Execution
“We attacked the 3 crucial times that smokers feel the urge during Ramadhan with the medium that follows them everywhere – digital. 4-5pm (the drive back home) – stuck in jams, they feel the urge to smoke because they are so close to breaking fast. We ran banners on social encouraging smokers to resist the urge and use Nicorette to curb cravings. 7ishpm (break fast) – Breaking fast was another crucial moment, so we ran contextual banners on news sites encouraging them again. 9pm (after prayers) – Some Muslims don’t want to smell like smoke before entering a mosque for tarawih prayers so will smoke only after. We had repeat messaging to ensure they don’t light up that ciggy on their way back from the mosque. All banners lead to the Nicorette website and also a toll-free number to get quitting tips from Nicorette.”

Results and Effectiveness
1. Nicorette garnered +107% increase in sales and managed to gain 24% MarketShare
2. Dramatic 25% jump in Search Volume for Nicorette.
3. The programmatic campaign delivered a total of 57,021,128 impressions – 26,832,444 more impressions with a 50% reduction in CPM