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整个俱乐部都支持你 (董事会)
案例简介：摘要: 由欧洲委员会于 2011年6月发起的成功的反吸烟运动 “前吸烟者不可阻挡”，促进了 “与巴萨一起戒烟” 计划的发展, 这影响了所有欧盟成员国吸烟者的行为。 这项倡议的重点是通过使用世界上最大的足球品牌之一巴塞罗那足球俱乐部，成为一名前吸烟者的好处，而不是强调这种习惯的负面影响。推出了一个创新的数字健康工具 FCB iCoach，它代表了 “传统” iCoach 的新版本，这是更广泛的 “前吸烟者” 运动的数字和移动健康方案。 主要目标是帮助欧洲公民通过与一个强大而有共鸣的伙伴建立一场运动来考虑成为一名前吸烟者的积极方面。该运动主要针对来自较低社会经济群体的 25 至 34 岁的欧洲吸烟者 这场运动的转换率非常高，为 51.3%，而普通 iCoach 为 40%。“与巴萨一起戒烟” 活动的媒体和公关努力意味着 71.000 名粉丝在不到 5 个月的时间里加入了该项目。
整个俱乐部都支持你 (董事会)
案例简介：SUMMARY: The successful anti-smoking campaign, ‘Ex-Smokers are Unstoppable’ initiated by the European Comission in June 2011, contributed to the development of the programme ‘Quit Smoking With Barça’, which influenced the behaviour of smokers across all EU member states. The initiative focused on the benefits of becoming an ex-smoker, rather than emphasising the negative consequences of the habit, by using one of the world’s biggest football brands, FC Barcelona. An innovative digital health tool was launched, the FCB iCoach which represents a new version of the ‘traditional’ iCoach, the digital and mobile health programme of the broader “Ex-Smokers” campaign. The main objectives were to help European citizens take into consideration the positive aspects of becoming an ex-smoker by establishing a campaign with a strong and resonant partner. The campaign was primarily aimed at European smokers between the ages of 25 and 34 from lower socioeconomic groups The conversion rate was extremely high for this campaign, at 51.3% compared to the generic iCoach at 40%. The media and PR efforts of the “Quit Smoking With Barça” campaign meant that 71.000 fans joined the programme in less than 5 months.
The Whole Club Supports You (Board)
案例简介：摘要: 由欧洲委员会于 2011年6月发起的成功的反吸烟运动 “前吸烟者不可阻挡”，促进了 “与巴萨一起戒烟” 计划的发展, 这影响了所有欧盟成员国吸烟者的行为。 这项倡议的重点是通过使用世界上最大的足球品牌之一巴塞罗那足球俱乐部，成为一名前吸烟者的好处，而不是强调这种习惯的负面影响。推出了一个创新的数字健康工具 FCB iCoach，它代表了 “传统” iCoach 的新版本，这是更广泛的 “前吸烟者” 运动的数字和移动健康方案。 主要目标是帮助欧洲公民通过与一个强大而有共鸣的伙伴建立一场运动来考虑成为一名前吸烟者的积极方面。该运动主要针对来自较低社会经济群体的 25 至 34 岁的欧洲吸烟者 这场运动的转换率非常高，为 51.3%，而普通 iCoach 为 40%。“与巴萨一起戒烟” 活动的媒体和公关努力意味着 71.000 名粉丝在不到 5 个月的时间里加入了该项目。
The Whole Club Supports You (Board)
案例简介：SUMMARY: The successful anti-smoking campaign, ‘Ex-Smokers are Unstoppable’ initiated by the European Comission in June 2011, contributed to the development of the programme ‘Quit Smoking With Barça’, which influenced the behaviour of smokers across all EU member states. The initiative focused on the benefits of becoming an ex-smoker, rather than emphasising the negative consequences of the habit, by using one of the world’s biggest football brands, FC Barcelona. An innovative digital health tool was launched, the FCB iCoach which represents a new version of the ‘traditional’ iCoach, the digital and mobile health programme of the broader “Ex-Smokers” campaign. The main objectives were to help European citizens take into consideration the positive aspects of becoming an ex-smoker by establishing a campaign with a strong and resonant partner. The campaign was primarily aimed at European smokers between the ages of 25 and 34 from lower socioeconomic groups The conversion rate was extremely high for this campaign, at 51.3% compared to the generic iCoach at 40%. The media and PR efforts of the “Quit Smoking With Barça” campaign meant that 71.000 fans joined the programme in less than 5 months.
整个俱乐部都支持你 (董事会)
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The Whole Club Supports You (Board)
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基本信息
- 广告战役： #Quit Smoking With Barça#
- 广告品牌： European Commission-DG Sanco
- 发布日期： 2013-06-01
- 行业领域： 其他
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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