sugu-kinen
すぐ禁煙Project
Sugu-kinen
すぐ禁煙 Project
CREATIVE IDEA
We developed an entirely new communication strategy and implemented new copy and creatives across all existing and several new touchpoints. The tone of the language and visuals was made less promotional and intimidating than in the past, instead taking on a much more supportive tone, acknowledging the struggle and increased pressure, both from family / friends and society in general that people faced. Where a more mass media “one message fits all” approach had previously been implemented, we created different messages for each persona, acknowledging the different pain points and motivations for quitting. For each persona, characters were developed that personified these pain points. They were abstract / friendly in tone, making them relatable to all ages / genders to combat the strong sense of isolation that we discovered smokers felt when trying to quit.
*Images are a conceptual representation of the harm caused by smoking
EXECUTION
The strategy’s execution consisted of overhauling the existing nation-wide media campaign, including how targeting was achieved and what data could be extracted from each channel. This resulted in the addition of several new channels and a more strategic way of defining the role / KPI of each channel.In addition to the overlying media and web strategy that was implemented, a new LINE-based support chatbot was launched to support patients during smoking cessation treatment as well; creating end to end communication that had not been possible before.
Sugu-kinen
すぐ禁煙 LINE Chat bot
We launch a LINE-based support tool for patients, replacing the paper smoking cessation diary
that was issued by doctors. The LINE-based app enabled Pfizer to actively support patients after initial conversion (clinic search/vist) and during treatment.
Result
We quickly started to see positive results, and as we started to consistently hit our KPI objectives, we began to explore new media channels and new targeting methods to expand our reach. Fast-paced media optimisation enabled us to quickly identify underperforming channels as well as potential opportunities to maximise media effectiveness. We also overhauled the TOP page (campaign landing page), identifying high conversion rate content for each persona and re-housing them on the TOP page (previously on the 2nd or 3rd layer of the site), improving conversions as well as SEO ranking.
In addition to the media campaign, we launch a LINE-based support tool for patients, replacing the paper smoking cessation diary that was issued by doctors. The LINE-based app enabled Pfizer to actively support patients after initial conversion (clinic search/vist) and during treatment.