SMS and Bluetooth campaign drive Young Adults online to join “Quitters Revolution”

Agency: NEWAD

NEWAD delivers successful campaigns focusing on the “Young & Affluent crowd” – a high coveted segment of 18-34 year olds. They are committed to providing their clients with the best solutions to maximize their advertising budget. These solutions include: indoor advertising, event marketing, and nightlife media.

Client: The British Columbia Healthy Living Alliance

The British Columbia Healthy Living Alliance is the largest health promotion team ever assembled in BC. In addition to promoting physical activity and healthy living, the activities for living smoke-free are led by the Heart and Stroke Foundation of BC & Yukon, the BC Lung Association and the Canadian Cancer Society.

Project: “Quitters Unite”

An eight-week campaign targeting young adults who have figured out that smoking is no longer a welcome part of their lives and want to strike back. Quitters are not just boycotting smoking, but uniting to find support in the Quitters Revolution.

Objectives:

Encourage young adults to join the “Quitters Revolution”

Increase website traffic

Promote active and nicotine-free lifestyle

Prm (prospect relationship management) Modules:

Text Messaging - prmText

Blue Tooth - prmBlue

How it worked:

3 Tier Logic’s mobile media marketing engaged former smokers and those wanting to quit with an innovative method to join the Quitters Revolution. Brand ambassadors targeted young adult males and females with key messages on how making the transition to a non-smoking life.

They encouraged quitters and supporters to enlist in the Quitters Revolution by text messaging “UNITE to 998899”, thereby receiving a link to the Quitters Unite webpage.

When people were within 100 feet of the branded Quitters Unite cargo van, they were “pinged” with a Bluetooth request offering a free Quitters Unite mobile phone screensaver.

The Results:

The campaign was successful in engaging the target market through the mobile channel. The Bluetooth mobile screen saver download was an innovative and unique support tool for Quitters.

All text message interactions and Bluetooth downloads drove participants to the Quitters Unite webpage where they could create a profile, educate themselves on the steps to quitting, and gain support in the forum with other quitters.