NICORETTE - JOIN THE QUITTERS
FACEBOOK APP 2008
Insight:
Nicorette markets products that help smokers win the war against nicotine addiction. However we all know that smoking is not just a physiological addiction, it is equally a social one. Social pressure is both the #1 trigger to start smoking and the #1 reason why smokers continue smoking. But instead of creating a campaign using Nicorette to fight the social pressures of smoking, we saw an opportunity to harness the power of peer pressure on Facebook to help smokers quit.
The Idea :
Nicorette markets products that help smokers win the war against nicotine addiction. However we all know that smoking is not just a physiological addiction, it is equally a social one. Social pressure is both the #1 trigger to start smoking and the #1 reason why smokers continue smoking. But instead of creating a campaign using Nicorette to fight the social pressures of smoking, we saw an opportunity to harness the power of peer pressure on Facebook to help smokers quit.
The Idea :
Join the Quitters was ultimately a Facebook support group for people quitting smoking. However we prompted people to place their smoking friends in the arena of shame, a giant ashtray, for all to see and without their permission. Once in the ashtray the smokers were harassed by their group friends, who could be viewed as supporters surrounding the giant ashtray and commenting on why smoking is so bad for their friends. The aim was to get the smokers to sign a Nicorette Quitters pledge, promising their friends they would quit. This was made public on their profile pages for all to see. Post that an active support group of friends would rally around the wannabe quitter and share tips and encouragement, and even bust them when they slipped up. Nicorette helped by giving professional advice from Doctors and health tips to get fit. By putting them back in the ashtray.By creating a social support ecosystem around the Nicorette brand successfully increased trial rates by 25% AND lowered acquisition cost per sale by 9%.
