Cepas de Argentina
Campaign Details:
It is generally known that smoking causes many severe diseases. A stop smoking campaign has been created worldwide but stop craving of smoking is hard to do. In comes Nicorette, a gum that can help you stop smoking by replacing Nicotine in your body. However, it is prohibited in Thailand to advertise drug names.
We therefore came up with a campaign that employed smokers’ children as a trigger to quit and drive smokers to drug stores and ask for Nicorette.
The campaign objective was to drive smokers go to drug stores and ask for Nicorette.
Postcards were sent to children at schools asking them to write postcards to their parents / relatives to quit smoking. These were sent back to Nicorette, who send their postcards together with how to quit smoke leaflet to their parents / relatives.
Postcards are welcomed by children and therefore we can get messages across to smokers that if they want to quit smoking, they can easily walk to drug stores to ask for help in quitting smoking.
Objective
Rejuvenate and strengthen its brand image communicating its positioning by means of an innovative and unique action highlighting Argentinean values.
Strategy
Draw inspiration from Campari’s and Argentinean values to take one of the most modern neighborhoods in Buenos Aires and create the Campari Red Passion District – theming the area in red and blending the best Argentinean expressions of art, decoration, design and gastronomy.
In the dark of night, the red lights and balconies draped in red velvet invited consumers to discover each of the stores chosen to creatively interpret Campari´s passion and glamour in their shop windows.
Turning the District into an unforgettable and very Argentinean experience, the tour included exotic art exhibitions, traditional rides in horse ridden carriages, delicious taste tests and local talent shows where Tango stood out as the main and most celebrated attraction.
The Campari Red Passion District achieved a sales increase of 30%.