Grey Global Group Thailand’s work for prescription
smoking cessation drug Quomem has achieved record-breaking results for its
client Glaxo SmithKline, while netting two Bronzes and a Finalist
Certificate at Cannes, Best Print campaign at the TACT Awards, and a
Campaign Finalist Award at The New York Festivals.
Quomem, the only non-nicotine treatment that offers
long-term success with smoking cessation by direct action at the site of
nicotine addiction, the bloodstream, charged Grey Thailand with increasing
sales figures by 95% in a market where the product itself cannot be
advertised. Its chief target: men and women 30-59 years old who wished to
quit smoking, with a core focus on those aged 40-45.
Grey responded by taking the opposite approach of
previous anti-smoking campaigns conducted over the past decade. Rather than
focusing on why smokers should quit, and motivating them through fear or
guilt, Grey built its integrated campaign on how smokers could quit - and
the benefits of doing so.
Its work consisted of a two-phase direct response
advertising campaign, telemarketing and direct mail, conducted by Grey
Worldwide and Grey Direct Interactive.
Phase one of the campaign, called “Quit to Win”, and
headlined “It’s In Your Blood,” ran from the end of March until the
end of June. Its ads dramatically illustrate the presence of nicotine in the
bloodstream through a cigarette embedded underneath the skin behind a
person’s ear, a pack of cigarettes beneath the skin on a person’s
shoulder, and, in a third execution, a hand with a smoldering finger. Each
carries the message, “If you can’t quit, call 0-2350-4000. Quit Smoking
Foundation,” a foundation established to generate a database on
prospective clients. Prospects then received a complete Quit Pack with
guidelines on how to quit smoking, a list of stop smoking programs offered
by hospitals and clinics, and further information on Quomem.
During phase one, calls increased from 20 to 250 per day
while sales increased from 1.04 million baht in February to a record of 4.2
million baht in June, registering the highest growth rate in the company’s
In Phase Two, slated to run from July 1 through March
2003, a campaign called “Quit Forever” conveys the benefits of quitting
by depicting a new use for ashtrays: as dishes for french-fries, caviar and
wasabi with the accompanying headline, “Life tastes good”. All ads carry
the Quit Smoking Foundation hotline number. Results are being tracked and
will be available early next year.
At the 2002 Cannes Advertising Festival, “It’s In Your Blood” ads
“Head” and “Shoulder” both received Bronzes with “Head”,
“Shoulder”, and “Finger” receiving a Finalist Certificate. “It’s
In Your Blood” also won Best Print Campaign at the 2002 TACT Awards. At
the New York Festivals, the “Quit Forever” or “Life Tastes Good
Campaign” won a Finalist Award for “Ashtray - French Fries”,
“Ashtray - Caviar”, and “Ashtray - Wasabi”.