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一口气
案例简介：执行 在一片令人惊叹的海景上，我们看到一名自由潜水员为他的潜水做准备。我们听到 Daan Verhoeven 的画外音，我们了解到一个吸烟者已经戒烟，发现了一种自由潜水的激情，并且再也没有回头看。随着电影的进展，我们听到 Daan 描述了他发现的额外肺活量，他的个人故事，戒烟的斗争和自由潜水的美丽。一旦超过了 Daan 的国家自由潜水记录和其他成就，Nicorette branding 就会鼓励 “做一些有意义的事情”。一个额外的端框敦促 Youtube 观众点击并探索伴随而来的 360 互动电影 -- 与 Daan “潜水”，或者查看 Nicorette 最成功的退出产品的更多内容。 “一次呼吸” 主要是通过 Youtube 实现的，但是 “拇指突破” 30 秒的 Facebook 编辑也有助于梳理整个故事并鼓励更多的观点。这部电影还嵌入了全球各地的当地市场 nicorete 网站, 活动描述 我们平均每分钟呼吸 16 次，每小时呼吸 960 次，每天呼吸 23,040 次，如果我们活到 80 岁，我们一生中会呼吸 672,768,000 次。这场运动展示了我们只需一次呼吸就能实现的非凡成就。呼吸和肺活量测试也是与医疗保健专业人员进行戒烟咨询的一部分，所以我们专注于让戒烟者真正思考他们的肺、呼吸和戒烟愿景。通过这样做，我们希望通过探索当我们选择不把肺视为理所当然时，什么是可能的界限来激励一代戒烟者。还有什么比自由潜水更好的方式来说明这一点呢？这是 Daan Verhoeven 的故事，他最终戒烟了，再也没有回头看，甚至让自己惊讶于现在的可能性。 简要解释 结果 “一口气项目” 是尼科莱特迄今为止最有效的内容，获得了超过 3.4 的印象。除了网上大量的戒烟内容，它给了消费者一个真正鼓舞人心的故事，以真实和有吸引力的方式讲述。浏览率达到 37%，是类别基准的两倍，是 2015 内容的两倍。随着 YT 的付费支持、 FB 的挑逗流量以及 Nicorette 网站的出现，浏览量迅速上升到 200万次以上。一个 360 的交互式体验式安装为退出者提供了一种进一步参与内容的方式，给他们更多关于 NRT 的教育，并为当地零售商提供折扣。英国的活动与 “stoptoper” 通信同步，利用政府的倡议让国家退出，并在活动期间促进了 200% 的销售额增长。在其他市场，内容充当了鼓舞人心的灯塔，看到了更多产品主导或实用内容的光环。 战略 Nicorette 的品牌平台是 “做一些令人惊讶的事情” (在英国 “做一些令人惊讶的事情”) -- 它认识到戒烟的成就，并强调了这样一种想法，即一旦你戒烟，更多令人惊奇的事情就成为可能。研究表明，这种策略引起了戒烟者的共鸣，并有能力扭转传统的、类别通用的证明视频。关键挑战是: 推动观点和参与。我们想通过 “stoptoper” 混乱提供鼓舞人心和引人入胜的内容。 BriefWithProjectedOutcomes 戒烟和 RX 法规特别关注戒烟好处，英国消息得到了 PAGB 的批准。放弃证明内容 “一口气项目” 明确表示，“维霍文先生在制作这段视频的时候是由 Nicorette 的制造商支付的，他不支持 Nicorette 产品”。 概要 戒烟可能是一次艰难、孤独和令人沮丧的经历。在尼古丁替代治疗产品 (NRT) 市场上的大多数戒烟者很可能已经尝试过多次戒烟，但都没有成功。情况 GPs 、医疗保健专业人员和戒烟顾问非常了解。仅仅意识到意志力不会让你到达终点线是很难接受的，戒烟尝试的周期性侵蚀了他们对终点线存在的信心。戒烟交流通常集中在 “闪电般的狂热” 上，加上单调的证明和被定位为求救医疗购买的产品。尼科雷特想用一个真实的故事来激励戒烟者，这个故事讲述了一个人一旦永远戒烟就取得了什么成就。
一口气
案例简介：Execution Over a stunning vista of the sea we watch a free diver prepare for his dive. We hear the voiceover of Daan Verhoeven, a smoker we learn has quit smoking, discovered a free-diving passion, and never looked back. As the film progresses we hear Daan describe the extra lung capacity he found, his personal story, the struggle of quitting and the beauty of free-diving. Once past Daan’s national free-diving records and other achievements, Nicorette branding appears with the encouragement to ‘Do something incredible’. An additional endframe urges Youtube viewers to click and explore the accompanying 360 interactive film - to ‘dive’ with Daan, or view further content on Nicorette’s most successful quit products.‘One Breath’ was largely implemented via Youtube, but a ‘thumb-breaking’ 30sec Facebook edit also helped tease the full story and encourage additional views. The film was also embedded into local market Nicorette websites around the globe, CampaignDescription On average we take about 16 breaths per minuteThat’s 960 breaths per hour,23,040 breaths a day,if we live to be 80 we’ll take 672,768,000 breaths in our lifetime.The campaign demonstrates the extraordinary things we can achieve with just one of those breaths. Breath and lung capacity tests also form part of smoking cessation consultations with health care professionals, so we focused the creative on getting quitters to really think about their lungs, breath, and their vision for quitting. In doing so we hope to inspire a generation of quitters by exploring the boundaries of what is possible when we chose not to take our lungs for granted. And what better way to illustrate this than free diving?This is the story of Daan Verhoeven who finally quit smoking and has never looked back, surprising even himself with what is now possible. BriefExplanation Outcome The ‘One Breath Project’ was Nicorette’s most effective piece of content to date, achieving over 3.4m impressions. Cutting through the wealth of stop-smoking content available online, it gave consumers a genuinely inspiring story told in a genuine and appealing way. View-through rates hit 37%, twice the category benchmark and double the performance of the 2015 content.With paid-for support on YT, teaser-traffic from FB, and presence within Nicorette websites, views rapidly rose to over 2million views. A 360 interactive experiential installation offered quitters a way to engage further with the content, giving them more education on NRT, and discounts for local retailers.UK activity synched with ‘Stoptober’ comms, leveraging the government initiative to get the nation quitting and contributing to a 200% uplift in sales during the campaign period. In other markets the content acted as an inspirational beacon, seeing a halo across more product-led, or utility content. Strategy Nicorette’s brand platform is ‘Do Something Amazing’ (‘Do something Incredible’ in the UK) – it recognizes the achievement of quitting, and highlights the thought that once you quit smoking, more amazing things become possible. Research demonstrated that this strategy resonates with quitters – and has the ability to turn the traditional, category-generic testimonial video on its head.The key challenge: drive views and engagement. We wanted to cut through the ‘Stoptober’ clutter to deliver inspiring and engaging content. BriefWithProjectedOutcomes Smoking cessation and RX regulation pays specific attention to quit benefits, with UK messaging approved by PAGB. Quitter testimonial content ‘One Breath Project’ made clear that ‘Mr Verhoeven was paid by the makers of Nicorette for his time in producing this video and he does not endorse Nicorette products’. Synopsis Quitting smoking can be a tough, lonely, and demoralising experience. The chances are most quitters who are in the market for Nicotine Replacement Therapy products (NRT) will have tried and failed to quit multiple times previously. A situation GPs, healthcare professions and smoking cessation consultants know only too well.The realisation that willpower alone won’t get you to the finish line is tough to embrace, and the cyclical nature of quit attempts erodes confidence that for them the finish line even exists. Smoking cessation communications often focus on ‘blitzing cravings’, coupled with drab testimonials and products positioned as a distress medical purchase. Nicorette wanted to inspire quitters with a real story of what one man achieved once he had beaten smoking for good.
One Breath
案例简介：执行 在一片令人惊叹的海景上，我们看到一名自由潜水员为他的潜水做准备。我们听到 Daan Verhoeven 的画外音，我们了解到一个吸烟者已经戒烟，发现了一种自由潜水的激情，并且再也没有回头看。随着电影的进展，我们听到 Daan 描述了他发现的额外肺活量，他的个人故事，戒烟的斗争和自由潜水的美丽。一旦超过了 Daan 的国家自由潜水记录和其他成就，Nicorette branding 就会鼓励 “做一些有意义的事情”。一个额外的端框敦促 Youtube 观众点击并探索伴随而来的 360 互动电影 -- 与 Daan “潜水”，或者查看 Nicorette 最成功的退出产品的更多内容。 “一次呼吸” 主要是通过 Youtube 实现的，但是 “拇指突破” 30 秒的 Facebook 编辑也有助于梳理整个故事并鼓励更多的观点。这部电影还嵌入了全球各地的当地市场 nicorete 网站, 活动描述 我们平均每分钟呼吸 16 次，每小时呼吸 960 次，每天呼吸 23,040 次，如果我们活到 80 岁，我们一生中会呼吸 672,768,000 次。这场运动展示了我们只需一次呼吸就能实现的非凡成就。呼吸和肺活量测试也是与医疗保健专业人员进行戒烟咨询的一部分，所以我们专注于让戒烟者真正思考他们的肺、呼吸和戒烟愿景。通过这样做，我们希望通过探索当我们选择不把肺视为理所当然时，什么是可能的界限来激励一代戒烟者。还有什么比自由潜水更好的方式来说明这一点呢？这是 Daan Verhoeven 的故事，他最终戒烟了，再也没有回头看，甚至让自己惊讶于现在的可能性。 简要解释 结果 “一口气项目” 是尼科莱特迄今为止最有效的内容，获得了超过 3.4 的印象。除了网上大量的戒烟内容，它给了消费者一个真正鼓舞人心的故事，以真实和有吸引力的方式讲述。浏览率达到 37%，是类别基准的两倍，是 2015 内容的两倍。随着 YT 的付费支持、 FB 的挑逗流量以及 Nicorette 网站的出现，浏览量迅速上升到 200万次以上。一个 360 的交互式体验式安装为退出者提供了一种进一步参与内容的方式，给他们更多关于 NRT 的教育，并为当地零售商提供折扣。英国的活动与 “stoptoper” 通信同步，利用政府的倡议让国家退出，并在活动期间促进了 200% 的销售额增长。在其他市场，内容充当了鼓舞人心的灯塔，看到了更多产品主导或实用内容的光环。 战略 Nicorette 的品牌平台是 “做一些令人惊讶的事情” (在英国 “做一些令人惊讶的事情”) -- 它认识到戒烟的成就，并强调了这样一种想法，即一旦你戒烟，更多令人惊奇的事情就成为可能。研究表明，这种策略引起了戒烟者的共鸣，并有能力扭转传统的、类别通用的证明视频。关键挑战是: 推动观点和参与。我们想通过 “stoptoper” 混乱提供鼓舞人心和引人入胜的内容。 BriefWithProjectedOutcomes 戒烟和 RX 法规特别关注戒烟好处，英国消息得到了 PAGB 的批准。放弃证明内容 “一口气项目” 明确表示，“维霍文先生在制作这段视频的时候是由 Nicorette 的制造商支付的，他不支持 Nicorette 产品”。 概要 戒烟可能是一次艰难、孤独和令人沮丧的经历。在尼古丁替代治疗产品 (NRT) 市场上的大多数戒烟者很可能已经尝试过多次戒烟，但都没有成功。情况 GPs 、医疗保健专业人员和戒烟顾问非常了解。仅仅意识到意志力不会让你到达终点线是很难接受的，戒烟尝试的周期性侵蚀了他们对终点线存在的信心。戒烟交流通常集中在 “闪电般的狂热” 上，加上单调的证明和被定位为求救医疗购买的产品。尼科雷特想用一个真实的故事来激励戒烟者，这个故事讲述了一个人一旦永远戒烟就取得了什么成就。
One Breath
案例简介：Execution Over a stunning vista of the sea we watch a free diver prepare for his dive. We hear the voiceover of Daan Verhoeven, a smoker we learn has quit smoking, discovered a free-diving passion, and never looked back. As the film progresses we hear Daan describe the extra lung capacity he found, his personal story, the struggle of quitting and the beauty of free-diving. Once past Daan’s national free-diving records and other achievements, Nicorette branding appears with the encouragement to ‘Do something incredible’. An additional endframe urges Youtube viewers to click and explore the accompanying 360 interactive film - to ‘dive’ with Daan, or view further content on Nicorette’s most successful quit products.‘One Breath’ was largely implemented via Youtube, but a ‘thumb-breaking’ 30sec Facebook edit also helped tease the full story and encourage additional views. The film was also embedded into local market Nicorette websites around the globe, CampaignDescription On average we take about 16 breaths per minuteThat’s 960 breaths per hour,23,040 breaths a day,if we live to be 80 we’ll take 672,768,000 breaths in our lifetime.The campaign demonstrates the extraordinary things we can achieve with just one of those breaths. Breath and lung capacity tests also form part of smoking cessation consultations with health care professionals, so we focused the creative on getting quitters to really think about their lungs, breath, and their vision for quitting. In doing so we hope to inspire a generation of quitters by exploring the boundaries of what is possible when we chose not to take our lungs for granted. And what better way to illustrate this than free diving?This is the story of Daan Verhoeven who finally quit smoking and has never looked back, surprising even himself with what is now possible. BriefExplanation Outcome The ‘One Breath Project’ was Nicorette’s most effective piece of content to date, achieving over 3.4m impressions. Cutting through the wealth of stop-smoking content available online, it gave consumers a genuinely inspiring story told in a genuine and appealing way. View-through rates hit 37%, twice the category benchmark and double the performance of the 2015 content.With paid-for support on YT, teaser-traffic from FB, and presence within Nicorette websites, views rapidly rose to over 2million views. A 360 interactive experiential installation offered quitters a way to engage further with the content, giving them more education on NRT, and discounts for local retailers.UK activity synched with ‘Stoptober’ comms, leveraging the government initiative to get the nation quitting and contributing to a 200% uplift in sales during the campaign period. In other markets the content acted as an inspirational beacon, seeing a halo across more product-led, or utility content. Strategy Nicorette’s brand platform is ‘Do Something Amazing’ (‘Do something Incredible’ in the UK) – it recognizes the achievement of quitting, and highlights the thought that once you quit smoking, more amazing things become possible. Research demonstrated that this strategy resonates with quitters – and has the ability to turn the traditional, category-generic testimonial video on its head.The key challenge: drive views and engagement. We wanted to cut through the ‘Stoptober’ clutter to deliver inspiring and engaging content. BriefWithProjectedOutcomes Smoking cessation and RX regulation pays specific attention to quit benefits, with UK messaging approved by PAGB. Quitter testimonial content ‘One Breath Project’ made clear that ‘Mr Verhoeven was paid by the makers of Nicorette for his time in producing this video and he does not endorse Nicorette products’. Synopsis Quitting smoking can be a tough, lonely, and demoralising experience. The chances are most quitters who are in the market for Nicotine Replacement Therapy products (NRT) will have tried and failed to quit multiple times previously. A situation GPs, healthcare professions and smoking cessation consultants know only too well.The realisation that willpower alone won’t get you to the finish line is tough to embrace, and the cyclical nature of quit attempts erodes confidence that for them the finish line even exists. Smoking cessation communications often focus on ‘blitzing cravings’, coupled with drab testimonials and products positioned as a distress medical purchase. Nicorette wanted to inspire quitters with a real story of what one man achieved once he had beaten smoking for good.
一口气
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One Breath
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基本信息
- 广告战役： #Nicorette-平面-19e3#
- 广告品牌： Nicorette
- 发布日期： 2000
- 行业领域： 生活服务 , 医疗/护理 , 医药
- 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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