Campaign Information This campaign aimed to reduce smoking prevalence among a very specific target audience – parents in routine and manual occupations.
Our strategy was to highlight the concerns of real children affected by smoking and we achieved this by surrounding specific audience groups with online video messages from real children over a 48 hour period.
Should the viewer resist the child’s initial plea to interact with the ad and launch the video message, they were shown another execution on a subsequent webpage visit. The strength of the plea increased until the viewer clicked and played the message in full. Once the viewer interacted with the ad, they were no longer served any creative and a new prospect was targeted instead.
Four real children (not actors) were used in the video ads in order to increase intrigue and reduce the annoyance factor of being surrounded by messages from a single advertiser. In addition, genre specific calls to action were created to increase salience and cut-through within the environment in which the specific creative is served.
Should the ad be served four times without the viewer interacting and launching the full video message, an anti-smoking message and call to action was delivered regardless.
